Adding ‘looks good’ to chocolate that tastes good and does good
Design new packing that conveys the premium quality of Trade Aid chocolate without losing its ‘doing good’ message.
Trade Aid aims to improve the lives of their growers and suppliers in less developed countries through sustainable trade. When it comes to food, one of their specialities is chocolate–delicious, organic, naturally-produced chocolate.
Their brief to us was aimed at lifting the desirability of their chocolate range by reflecting its quality and taste, while not losing sight of its all-important origins and positive impact.
In the chocolate sector generally, ‘premium’ tends to be signified with things like elaborate design cues, glossy packaging and stylised photography, or a rather stark modernity.
We found another way, one that reflected the ingredients’ stories of being crafted by artisanal farmers and growers in the third world. We chose colourful, vibrant, contemporary illustrations with an ethnic vibe, created for us by UK pattern designer Sarah Bagshaw.
The design worked perfectly using a 100% compostable film as part of the packaging, helping fulfil Trade Aid’s commitment to sustainability.
We’re pleased to say the design has gone down well with our client, consumers and award judges alike. It was a finalist at the 2018 Best Awards and won Best Packaging at the NZ Chocolate Awards 2018.