FAZER XYLIMAX CONCEPT & PACKAGE DESIGN

The Xylimax product family, with fresh, up-to-date and distinguishable xylitol products. The project outcome includes a concept definition for Xylimax repositioning, brand core messages and customer value proposition, as well as visual identity, packaging concept and retail marketing applications.

Challenge
The concept and packaging renewal project aim was to reposition Xylimax as an attractive and relevant xylitol product range among consumers by highlighting Fazer’s long-term xylitol product know-how and a rethought Xylimax brand value proposition.

Approach
The participatory design process utilizing customer insight methods. Alternative concepts were created and validated among the consumer groups and retail decision makers in different stages of the project.

Result
The Xylimax product family, with fresh, up-to-date and distinguishable xylitol products. The project outcome includes a concept definition for Xylimax repositioning, brand core messages and customer value proposition, as well as visual identity, packaging concept and retail marketing applications.

Benefit
Holistic concept and visuals highlighting the Xylimax product features: the xylitol health benefits, the Finnish origin of the products and the up-to-date visual identity and packaging.

Designed by: Pentagon Design, Finland.