Arnott’s Tim Tam sought to innovate with a limited-edition series inspired by regional flavors from Australia and New Zealand. The goal was to satisfy consumer desires for premium indulgence and create a unique product that stood out in a crowded market.
The Edison Agency was engaged to design and name the new Tim Tam series, focusing on regional flavors and provenance. The aim was to beautifully represent each Trans-Tasman location and its ingredients, maximizing appetite appeal while maintaining a distinct Arnott’s Tim Tam identity.
The Tim Tam CRAFTED COLLECTION was designed to create unmissable shelf impact and a sense of escapism. The design system fused regional realism with artistic impressionism, showcasing the regions and ingredients without traditional on-pack clutter. Local artist Anita Xhafer was commissioned to integrate the ingredients with the landscapes, resulting in a captivating series that enhances emotional escapism through artistic expression. The unique design captures the essence of the regions and ingredients, offering consumers a sense of adventure and luxury.
