Kelly’s

The Task:
To design a promotional pack for the Kelly’s of Cornwall brand for suppliers. The brief required designs for both the visual content and format of the pack, exploring functionality, inserts and how the visual brand could adapt across an editorial piece.

The Insight:
A promotional pack is not always requested, it is often just received. The format and design needed to grab the attention of potential suppliers, encourage them to open and explore the content, and then keep the pack rather than disposing of it.

Looking at standard promotional packs, A4 folders were very much over used, and felt quite a substantial size to expect suppliers to want to keep. We wanted to explore how we could create a pack that feels as substantial in terms of content but not in terms of size?

The Response:
A fun interactive format that came in a compact and securely packaged folder. The folder itself was a square format that felt really comfortable to hold and open, and securely held all of the content. The design of the folder focused on the Kelly’s brand, using the fun illustrative assets to grab attention. The internal booklets advertising POS items and flavours brought to life what would otherwise be itemised lists, by displaying flavours as an ice-cream stand and visualised all POS items within a cafe setting. Fun flavour led recipe cards were also included within the content to encourage potential suppliers to get creative and see the potential for purchasing Kelly’s not just for parlour, but for sundaes and milkshakes etc too.