category:
Innovation in Brand Delivery
1st place:
Nathan’s Famous Cheddar Cheese Crunchy Crinkle Fries
Inventure Foods
The entry:
The team’s inspiration in designing the packaging was the old hotdog stand where Nathan’s Famous began on Coney Island in 1912, the Cyclone roller coaster at Coney Island, and the famous boardwalk. Their intention was to give the package a modern-yet-retro feeling that directly ties the brand heritage to the new ready-to-eat licensed snack line.
The design team’s goal was for customers to feel as though they took a small step back in time and were enjoying a snack as if they were strolling down the Coney Island boardwalk. They incorporated a texture similar to the boardwalk on the “romance” panel that led away from an old wooden roller coaster. The front of the packaging includes a vintage photo of the original 1912 Nathan’s Famous hotdog stand to gain a feeling of nostalgia. The combination of aesthetic value, brand imagery, and the romance panel struck a chord with fans of the brand. Since its successful launch in Q3 of 2011, the Nathan’s Famous snack line has expanded across grocery, convenience, and club store channels and sales have increased by double digits quarter after quarter.
Judge’s comment:
A big, bold brand—that’s what you see first. Graphics present product and heritage to tie into logo style.
2nd place:
KFC the Box and The Box 2, Yum Restaurant Co.
3rd place:
KFC eleven Branded Packaging, Creative Alliance and International Paper