Wonka Chocolate from Nestle

New Ideas in Chocolate Concepts
Bluemarlin puts pure imagination into WONKA’s new chocolate…
Global brand and design consultancy bluemarlin has created strategic brand positioning and packaging for a new range of WONKA chocolate blocks, designed for family sharing.
The Nestlé brand’s initial offering launched in August this year and includes four variants:  Triple Chocolate Whipple, Nutty Crunchilicious, Chocolate Tales and Caramel Hat Trick.
Bluemarlin’s Sydney studio was involved in a series of creative exploration workshops to uncover the unique areas for WONKA to develop. The goal was to capture the anticipation and excitement that people associate with the brand, and bring it alive via packaging. Roald Dahl’s ‘Charlie and the Chocolate Factory’ was first published in 1964 and has captured the world’s imagination ever since. In order to reignite the modern day interpretation of the slightly weird and wonderful world of WONKA chocolate, the designers were encouraged to ‘let their imaginations run wild.’ The result is packaging that illustrates some of the top secret and wildly spectacular magic that takes place at the world’s most famous chocolate factory.
WONKA’s signature burgundy holds the range together and creates strong colour blocking at shelf. “Anything is possible in the world of WONKA,” comments Polly Williams, Associate Creative Director of bluemarlin. “Our aim was to vividly communicate the magic and wonderful strangeness of that world while also creating a strong foundation for further explorations.”
“WONKA is a beloved brand that the family can enjoy,” comments Lisa May, Head of Marketing, Confectionery & Snacks for Nestlé Australia. “There is so much nostalgia surrounding the brand and people have a strong connection from their childhoods. Bluemarlin has successfully updated the design, capturing the pure imagination of the past and making it relevant for today.” WONKA’s new chocolate range is already achieving spectacular success in Australia and New Zealand.
For further information: Bluemarlin Group Communications Manager Aimee Rivers, aimee.rivers@bluemarlinbd.com

About Bluemarlin
This year marks bluemarlin’s 20th year in the brand design industry, and whilst this is a date worthy of recognition and reflection, we are looking forward to the future rather than
congratulating ourselves on our past. Through the years, we have evolved from a UK packaging design firm to an International Brand Consultancy with offices in Europe, America, Asia and Australia. This international network gives us the advantage of providing for our clients with a truly global reach, as well as agility and cultural perspective around the clock.
Our growth has been organic, fuelled by continuous reinvestment in our people and total commitment to producing brave, stimulating creative work. To this end, we actively pursue
challenges that push the boundaries and deliver game-changing results. At bluemarlin, we are driven by our wonder and respect for the world we live in, for the cultures that thrive within it, and for the ideas that transform it. We remain a fiercely independent firm that treasures its freedom and autonomy whilst being committed to ideals, which are based on entrepreneurialism, curiosity, and adventure. This independence allows us to make decisions for the primary benefit of our core stakeholders: our clients.
Our unique, fully integrated process is structured to deliver creatively engineered solutions that balance profit with planet. Dedicated teams comprised of strategic planners, 2D and 3D
designers, production realization managers, supply chain and manufacturing specialists and client services managers are involved in every step of each project we take on; from idea inception through to implementation at point of sale, we are committed to creating effective design that make a difference in people’s lives and to our clients’ bottom line. We look forward to the opportunities that the future brings, and we remain open to evolving our business and adding new services, to capitalize on new technologies and emerging market needs, so that we continue to provide braver brand building, and category challenging solutions for our clients.

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