dromona open joy
01
challenge
For this project, I had the opportunity to design the packaging and shopper assets for Dromona’s seasonal campaign, and the brief was as rich as the product itself: create a compelling reason for shoppers to choose branded butter over own-label.
02
insight
With rising living costs and increased sensitivity to price, shoppers were increasingly trading down. The challenge wasn’t just about aesthetics, it was about adding tangible value to the purchase. The campaign needed to feel rewarding, immediate, and above all, joyful.
The core idea centred around surprise and delight: hidden, gift-wrapped packs within blocks of butter, giving shoppers the chance to instantly win cash prizes.
03
idea
Unwrap Joy This Christmas was conceived as a gift-inspired on-pack experience, designed to disrupt the fixture and feel instantly celebratory. From a design perspective, the goal was to transform a familiar block of butter into something that felt like a present worth picking up.
Leaning into Dromona’s secondary colour palette, I pushed the use of bold reds and greens to maximise festive standout. An illustrated, Christmas-inspired pattern was introduced to emulate wrapping paper, paired with a playful nod to a calendar-door opening to hint at a hidden surprise inside.
The layout carefully balanced Dromona’s core brand assets with this more expressive seasonal layer, ensuring the pack remained recognisable while dialling up impact and shelf appeal.