Nestlé Narrative

Package Design | Visual Narratives

Analyze the content of an existing food box or bottle label for a food or beverage product. Break it down to its basic elements and rebuild it in different directions

Nestlé Toll House is known for its delicious baking chip morsels in various flavors for all your treats. They are known for offering treats for any occasion.

The concept behind Nestlé Narratives came from the research of their advertisements from 1979-2016. Each commercial advertisement focused on family, special occasions, and coming together. I wanted to tell a story about the start of a family. From a wedding and union of two families, expanding a family with a new baby, and finally, a college graduation. Nestlé’s existing packaging required an update. For as long as I can remember, Nestlé used a bag for their packaging that would be torn open and needed a twist-tie to close it. The use of a bag was the biggest problem consumers had with the packaging. To change things up and to create a better design solution, I went with a resealable, stand-up pouch that would make things easier for storage.

Each package was hand illustrated and uses personal photographs I’ve taken of Nestlé Toll House morsels. The color palette is darker, with brighter pops of color within the illustrative parts of the package. The Premiere White morsels package features a collection of flowers to represent the bride’s bouquet. The Semi-Sweet morsel package features children’s toys like rocking horses, rubber ducks, binkies, and baby bottles. The Milk Chocolate morsel packaging features a variety of college graduation icons, including champagne, grad caps, and degrees.

Sweets for every occasion

Premier White - Wedding

Milk Chocolate - Graduating college

Semi-Sweet - Having a child

When researching Nestlé Toll House as a company, it was very apparent that family and the idea of home is very important and has been maintained for over seventy five years.

Since family is part of the core of Nestlé and is advertised for a variety of occasions I wanted to tell the story of the start of a family, from the wedding, to first child, to graduating college.

Type as Image

Part of this brief was to create packages with type as image, along with type and image.

As a visual storyteller who loves to include an illustrative twist on my designs, I wanted to include illustrations associated with each occasion. Flowers for the wedding bouquet, baby toys and items for having a child, and graduation caps, diplomas, and champagne for a college graduation.

The biggest change I wanted to make with the packaging of Nestlé Toll House chocolate chips is creating a stand up, resealable pouch instead of the existing bags that their chocolate chips come in.