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Dairy Box given feminine revamp by Epoch Design

Nestlé’s Dairy Box is gearing up for Christmas with new look packaging designed by Bristol-based agency Epoch Design.

The brand is celebrating its 75th birthday and Epoch was tasked with refreshing the look and feel of the packaging. Consumer research found that Dairy Box was best known for its “iconic femininity”.

A 2007 refresh was considered more gender neutral (see image below) and Epoch decided to reposition the brand as an “unashamedly feminine chocolate assortment”.

The new look packaging incorporates flowers and butterflies while the logo was refined. New product photography was used on the front and back of the pack.

“The milk inlaid assortment market continues to show good growth,” said Mike Tollan, head of boxed chocolate at Nestlé. “With this brand refresh we will enhance Dairy Box’s gift worthiness by highlighting the brand’s more feminine side.