The redesign, which hits shops next month and has been created by design agency Epoch Design, is intended to reposition the chocolate box as ‘unashamedly feminine’.
Packs were last updated in 2007 when it opted for a gender-neutral design. However, research revealed that the brand was best known for its feminine associations, but these had been lost in recent years.
The new look, which also marks the brand’s 75th birthday, brings back the flowers and butterflies imagery, but in a more contemporary design.
Mike Tollan, head of boxed chocolate at Nestlé Confectionery, said the ‘milk inlaid’ category was currently in growth and the redesigned feminine branding would help boost the ‘gift worthiness’ of Dairy Box.