TimTam - Pack Contest Ended

Revolutionise Tim Tam packaging design for the future.

Start June 30, 2016 End July 20, 2016 23:59 UTC Deliberation Results September 2016
June 30, 2016
July 20, 2016 23:59 UTC
September 2016


Ever had a Tim Tam – that perfect combination of layered chocolate biscuit and chocolate cream for an all-consuming sensory experience? It’s an iconic Australian favorite, perhaps eaten as mid-afternoon teatime treat after taking the kids to their activities.

Today Tim Tam packaging doesn’t stand out among other biscuit brands’ packaging. Tim Tam biscuits come nestled in a plastic tray with a thin outer plastic film holding the contents inside. The quality of current Tim Tam packaging is often thought of as inferior to the quality of the product inside.

How can you redesign Tim Tam packaging that will reflect the quality of Tim Tam biscuits, bringing unique eating pleasure so delicious and indulgent that they will want to share with the people they love?

Creative Challenge

Capture people’s attentions with revolutionary Tim Tam packaging that will get them excited about the uniquely indulgent layers of chocolate biscuit and chocolate cream inside.

Overhaul the Tim Tam eating experience with new and exciting packaging that is worthy of biscuit inside that brings unique, ridiculously delicious, indulgent eating pleasure.

When eating a Tim Tam, all the senses come into play. The feel of the packaging as you tear it giving way to a waft of delicious chocolate smells teasing you for what lies inside. As you slide the tray out, you see mouth-watering chocolate biscuit. You take a bit of it and hear the crunch, tasting the perfect melding of layers of chocolate biscuit and chocolate cream.

Be a pack design revolutionary and show us what an unconstrained view of the future of Tim Tam packaging could look like. Tim Tam is unpretentious, cheeky, social, and naturally confident. Your packaging design should reflect elements of the brand personality. Click here to take a look at Tim Tam’s current packaging and challenge the conventional.

In your entry, please include:

  • Shape of the packaging
  • Texture of the packaging
  • Opening and closing features
  • Secondary packaging (if any), for example an outer box
  • What it could look like on the supermarket shelves, stacked

Please answer the following three questions:

  1. How you would see the above elements working together when you open a box of Tim Tam biscuits to eat?
  2. What is your packaging design’s effect on the five senses - sight, sound, smell, touch, and taste? You can select one or more, or even all for a multi-sensorial eating experience.
  3. How does your packaging design show the quality of the product inside?
  4. Imagine a Tim Tam eating occasion, tell us what that occasion is. Why would Tim Tam biscuits be perfect for this occasion?

Your packaging design idea could change the way Tim Tam is experienced and enjoyed and we need your unshackled creativity to jolt us into a whole new Tim Tam world.


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

When coming up with your brand new Tim Tam packaging design, keep the following in mind:

  • How does your packaging design show the quality of the product inside?
  • Tim Tam is about sharing. How does your design encourage consumers to (i) share the joy of Tim Tam with their friends, and (ii) indulge in the biscuits together, shared among friends?
  • Tim Tam currently is seen as an afternoon indulgence. How can your new packaging open up this indulgence beyond the afternoon?


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500


Presentation with text and visuals, max 3 pages (PDF).

Winning Criteria

Tim Tam is looking for the perfect combination of interesting, quirky and authentic packaging that showcases the quality of the biscuit inside – the perfect combination of uniquely indulgent chocolate biscuit and chocolate cream layers. We want a pack that whets people’s appetites and reflects the brand personality in a modern and contemporary way.


Guidelines for this contest

  • All entries must be submitted in English.
  • Please answer the three questions above.
  • Please include the Tim Tam logo in your packaging design. You can download the logo from here. Do not change the logo. There are no other constraints and you are free to suggest other colors, shapes, textures, sizes, formats, etc.
  • This contest is for the Tim Tam packaging. Please do not change the product in any way, for example the shape of the individual biscuit. You are however free to introduce single-biscuit packaging if you think it’s a good idea.
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.