Arnott’s Farmbake biscuits weren’t doing so well. The (expensive to make) packaging was looking tired and competitors were getting an edge. Our research told us that people liked their bikkies ‘homemade’ and ‘just like mum’s’. Starting with this thought and working closely with the production team at Arnott’s, our design thinkers modernised the bag, while making it more ‘homemade’. We also made sure the new bag cost less. Nice. Good design can solve a business problem – reduce packaging costs – and make people love the brand again. But only when the thinking’s right, and true to what customers really want.
