In 2008, our brief was to create a presentation for Butlers’ premium chocolate selection that would generate an iconic presence and listings in the ever-growing premium travel retail sector.
We designed a new sumptuous pack structure with a reveal lid and integrated ribbon sleeve. We also crafted a premiumised Butlers brandmark, commissioning and art directing the now iconic 3 chocolate line up. It worked a treat and after a successful take off of the Butlers Premium Selection, further line extensions were launched with more affordable bars and assortments. As short and long haul travel numbers increased, Butlers
approached us in 2014 us to look at a standout Destination Range to help open up new retail opportunities in airports across the globe. We were given a destination bucket list of the most iconic landmarks for 18 countries, developing their own individual personalities using intricate and colourful illustrations. Each box creates instant desire and standout en-route to the boarding gate, creating an ideal gifting moment.