Tic Tac Re Branding
Brand Positioning | Brand Identity | Packaging Design for Ranges | POS | Brand Guidelines | Tone of Voice
The Brief: Tic Tac Mints, first developed by Italian chocolate maker FERRERO in the 1960’s, had been losing market share to more ‘healthier’ efficacious and orally hygienic brands so Tic Tac needed to evolve and appeal to a new generation of younger 16 – 25 users.
We first identified the need to strengthen the newly updated Tic Tac brand ‘leaf’ by dispensing with the different colours previously used to denote the flavours. As a consequence the new packaging retains very strong brand recognition when the brand mark isn’t diluted by the colour change on flavour varients.
To ensure a seamless implementation and roll out of the new strategy across all packaging, new products and marketing collateral, we worked closely in conjunction with the team at FERRERO head office to create a digital brand book for their internal use.