Left : a beautiful chocolate bar with heart shapes
Center : brand logo (not part of the project)
Right : the well-known castle in the region
Bean-to-bar is a production method where the chocolate maker controls every step of the process, from sourcing the cocoa beans to crafting the final product, ensuring high quality and traceability.
Identifying the problems
The company's concept of "sustainable luxury" is not adequately reflected, and the packaging design definitely does not convey a luxurious feel. The packaging lacks design elements that highlight a sense of craftsmanship, and fails to create an emotional connection or include any brand storytelling.
Additionally, it doesn't even show the heart-shaped front side of the chocolate bar. This is because it is otherwise hard to distinguish between different flavors. The company decided to show the backsides with sprinkles, although this can be simply resolved through a graphic design.
School work / Client work
Packaging Design - Form
Packaging Design - Graphic Design
Communication Strategy
Design Concept
Art Direction
Kärleksfull Chokladkaka - Bean to Bar Chocolate Bar
Project Detail Kärleksfull Chokladkaka was a redesign project for chocolate bar packaging with five flavors, undertaken as part of my Packaging Developer/Designer program. The goal was to create paperboard packaging that reflected the brand’s values, the bean-to-bar process, and clearly differentiated the flavors. My report outlines the design process, supported by various analyses to identify key design elements. Challenge The client preferred a formal, classic aesthetic with an illustration of the nearby castle where they are located. Despite my analyses showing a trend toward more organic designs, I balanced their vision with market demands. Through strategic design and communication, I created a design that met both their preferences and current trends, emphasizing the brand’s sustainability, craftsmanship, and premium quality.
Unique Selling Points
To determine what should be emphasized on the packaging, I listed the Unique Selling Points and analyzed how they should be highlighted.
Design process
After the client selected one of the proposed design paths, they requested adding a specific image to the mood board. I revised it accordingly, incorporating their input.
The client questioned why we didn’t cover half the packaging with the brand logo, as seen on a Marabou bar. I explained the role of negative space and hierarchy in premium design, using Marabou's premium line as an example, and assured them the logo would stand out without being oversized.
Color variations and adjustment
Two options were presented to the client, and they selected the second approach:
1. Completely distinct colors for each flavor, using muted tones to evoke a premium feel.
2. Partially color-coded with a consistent background for a cohesive, recognizable look.
Typoraphy
For "Chokladkaka," I chose a serif font reminiscent of the brand's logo. However, relying solely on this font might convey an overly stiff impression. To counterbalance this effect, I tested combing this with several script fonts.
The back
The backside is generously utilized as a communication area to convey the brand's story, reinforcing the concept of "sustainable luxury" by highlighting craftsmanship and ethical sourcing. The bean-to-bar symbol stands out in color on the front, and the same symbol is placed on the back, encouraging consumers to engage further with the production process and understand the value behind each bar.
Design Process
Insights from the Report
Structural Design
The existing packaging closes at the back, which is simple and effective, but limits opportunities for communication. I aimed for a side closure with a window so that the back could serve as an informative space, reinforcing the brand’s storytelling and commitment to sustainable luxury. The window on the front showcases the beautifully crafted heart-shaped chocolate bar, emphasizing its artisanal quality.
Result
After creating prototypes, I made several adjustments to small details in the design. The packaging opens from the left edge, considering the right-handed majority. Additionally, I designed the inside to frame the bar, treating it as a piece of art to enhance its luxury appeal and elevate the unboxing experience. When the packaging is opened, the consumer sees the framed product, providing a subtle "unboxing" experience. This contributes to an exclusive and artisanal feel, which is one of the key goals of this redesign project.
High-quality ingredients can be guaranteed with the term "bean to bar," so this should be emphasized on the packaging.
Superior taste and texture can be highlighted if the product is associated with luxury. The packaging should reflect this in a clean and sophisticated graphic design.
Exclusive craftsmanship can be emphasized through detailed graphic design and thoughtful construction details.
Sustainability should be conveyed through the choice of packaging materials and earthy colors. "Bean to bar" also implies a sustainable choice.
Heart-shaped chocolate bar should be showcased through a window. I did not take this as a main theme because emphasizing hearts in the design may associate the product with Valentine's Day and limit sales.
The castle is integral to the brand’s identity, as most of its products are produced and sold nearby. While the client requested an illustration of the castle, I ensured it was incorporated in a way that not only met their expectations but also aligned with the overall brand storytelling
Thank you
2024
Adobe Illustrator
Adobe Photoshop
Adobe In-design
Esko Toolkit (3D)
