Darrell Lea
Darrell Lea is one of those brands that almost everyone in Australia has a memory of. The challenge was to refresh a much-loved icon in a way that felt relevant today, without losing the sense of familiarity people associate with it.
Date
2023
The brief
The goal was to balance nostalgia with a more contemporary feel, helping Darrell Lea stand out in-store while staying true to its heritage.
This was achieved through a refreshed take on the iconic stripe, paired with brighter colours and more expressive product moments to bring a renewed sense of energy and joy to the brand. Each pack was designed to feel bold and easy to navigate, using colour and imagery to clearly differentiate flavours while maintaining a strong overall identity.
