Nestlé and Anthem ‘Fixed it’ for Joshua
Posted by: Anthem
Date added: Tue 03 Jan 2012
Nestlé Confectionery and the York office of brand development agency Anthem Worldwide have helped make the dreams come true for 8-year-old budding product designer Joshua from Yorkshire as part of a one-off TV special of Jim’ll Fix It which aired on Boxing Day on BBC1.
Joshua wrote to the BBC asking if they could produce a chocolate bar from one of his designs. Also based in Sir Jimmy Savile’s home county of Yorkshire, both Nestlé, with its long history as one of the UK’s best loved confectionery manufacturers, along with its branding partner Anthem, were the perfect businesses to step up to the task. Anthem has many years of experience creating exciting confectionery branding, working across such iconic brands as KIT KAT, Smarties, Aero and Milky Bar.
As a result, Joshua spent the day with Nestlé and Anthem seeing his concept for a ‘Treasure’ bar containing nuggets of edible pirate treasure going from felt tip pen drawing to delicious golden caramel, honeycomb and fudge-filled chocolate treat, complete with eye-catching packaging that would stand out on any sweet shop counter.
For the creation of the chocolate bar itself, Joshua was taken to Nestlé’s innovation kitchen where the product took shape in terms of its fillings and its barrel-shaped segments. Nestlé also gave him a tour of the Kit Kat factory where over 5 million bars are made per day so he could see how his bar would be produced.
Ant Cruice, Senior Designer at Anthem’s York office, sat with Joshua to go through the thinking behind his concept and bring it to life. The packaging builds up the story behind the idea and adds texture to Joshua’s original design with the addition of elements such palm trees, a pirate ship and a cheeky parrot perched on the distinctive typography.
Cruice comments, “This was such a fun thing to take part in on many levels. I loved watching Jim’ll Fix It as a kid so being able to get involved in making Joshua’s dream come true was amazing. It was also great to see the passion he had for his idea and his real excitement at seeing it come to life before his eyes.”
Indeed, Joshua could be a client in the making. Cruice adds, “Like most brand managers, he had strong views about what he wanted, but he loved how we adapted and added value to his idea. He seemed to really enjoy taking part in the whole design process and ultimately was a very happy client!”
Nestlé have created a limited edition of 50 Treasure bars which were given to Joshua on the final Boxing Day programme.
Phill Jones, Operations Director at Anthem York says, “Joshua wasn’t the only one to be granted a wish. Ant was selected from across the whole Anthem design team to be the head designer on this project as a leaving gift from Anthem’s York office as he moves to Anthem London. It was an honour for us all to be involved in such an iconic programme and to play a part in ‘fixing it’ for Joshua.”
Other articles by Anthem:
Hans Muysson, Vice President, Product Development, Schawk, Inc. suggests there may about to be a revolution in Russia
Mon 11 Mar 2013
Anthem Worldwide, part of the brand development division of Schawk, Inc. (NYSE: SGK), whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced that its San Francisco office has been distinguished by Print magazine as a winner in the 2012 Regional Design Annual.
Wed 31 Oct 2012
As I’m a native Brit living in Singapore, my first sighting of Waitrose private label tea on the shelves of my local supermarket was cause for a minor celebration.
Wed 15 Aug 2012
David Timothy, Senior Account Director at brand development and packaging design agency Anthem Worldwide explains why mid-range brands need to be brave - or be squeezed.
Mon 14 May 2012
Brand development agency Anthem Worldwide, part of Schawk, Inc., have undertaken a major brand refresh for Unilever’s Russian dressings brand Calvé.
Mon 31 Oct 2011
By: Jonathan Williams
By: Jonathan Chadwick
By: kitten mitten