NANDO'S TAKE OUT PACKAGING RANGE by Cross Colours for Nando's

Adsarchive » Design & Branding » Nando's » NANDO'S TAKE OUT PACKAGING RANGE

NANDO'S TAKE OUT PACKAGING RANGE

Pin to Collection
Add a note
Industry Restaurants, Pubs & Bars
Media Design & Branding
Market South Africa
Agency Cross Colours
Creative Director Janine Rech, Joanina Pastoll
Copywriter Micheal Vines
Designer Jessica Barham
Released July 2009

Credits & Description

Category: Packaging Ranges
Advertiser: NANDO'S
Product/Service: TAKE OUT
Agency: CROSS COLOURS
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: CROSS COLOURS , Johannesburg, SOUTH AFRICA
Entry URL: http://www.yourchirp.com/
Creative Director: Joanina Pastoll (Cross Colours)
Creative Director: Janine Rech (Cross Colours)
Designer: Jessica Barham (Cross Colours)
Copywriter: Micheal Vines (Cross Colours)
Media placement: Nando's packaging boxes - Nando's stores - July 2009
Media placement: Nando's packaging cups - Nando's stores - July 2009
Media placement: Nando's packaging kiddies boxes - Nando's stores - July 2009
Media placement: Nando's packaging packets - Nando's stores - July 2009
Media placement: Nando's packaging sachets - Nando's stores - July 2009
Media placement: Nando's packaging paper wraps - Nando's stores - July 2009

Describe the challenges and key objectives
As the brief required packaging that was both creative and relevant on a global scale, we remained conscious of cultural diversity and set out to create communication that was universally appealing for a global roll out. The packaging itself had to fulfill not only a functional role but also an aesthetic and environmental role. The challenge was also to come up with an idea that had an element of consumer engagement .

Describe the brief from the client
Packaging is one of the key elements in any restaurant take-out experience. Not only does it perform a functional role by protecting, transporting and serving the product but it also needs to serve (excuse the pun) as a brand extension as users take the packaging into the home, work and play environments. Nando’s, an international Chicken restaurant briefed us to create a new range of packaging that reflected the world-class yet irreverent and vibrant personality of their brand. As a global roll-out constituting hundreds of thousands of each unit, the agency was required to remain conscious of cultural diversity and to create a campaign that had universal appeal.

Describe how you arrived at the final design
Nando's, (a global Chicken restaurant) has always been about people and conversations around the table. We brought this vibrancy, talkativeness and irreverence to Nando's packaging itself. The nature of communication is evolving. Social networking, blogging and video portals have democratised information and are used by people across the globe. We made use of the idea of sharing information in Nando's packaging, asking our customers to share what is on their minds and incorporating their answers (in their own handwriting!) into the designs. To ensure longevity, the campaign lives on via an online blog www.yourchirp.com , where millions of Nando’s customers can share their thoughts and inadvertently their experience of Nando’s. It gets people talking... and gets them eating too.

Give some indication of how successful the outcome was in the market
A hugely successful global roll out, constituting hundreds of thousands of each packaging unit – all user-generated - appealing to all nations and cultures and the paper packaging is 100% compostable.