Project Type

Packaging
Branding

Year

2017

Project Role

Package Design
Logotype
Photography
Production
Photo Editing

Objective

The objective of this project was to create a fair-trade and single-origin chocolate product from Peru. All the ingredients needed be organic, fair trade, and GMO free. This high-end chocolate bar was created as a series of three bars with separate unique ingredients while having a cohesive design that told a story of fair-traded cocoa beans being harvested in Peru.

Value Proposition


When I was offered the choice of which country I wanted to represent I chose Peru as the country of origin for my chocolate bars because it offers the perfect setting to tell a beautiful narrative with the use of color, pattern, cultural heritage, and incorporating unique regional ingredients inside the chocolate bars. I decided to share the story of the packaging, the women, and where the cocoa beans originated to invite the consumer to be apart of the journey. The customer experiences the product in its totality, from planting the seeds to enjoying your chocolate bar at home with your new handbag.

Challenges


I had one month to develop this project. Everything had to be handmade and original, including the logotype for the packaging. A challenge for this project was to find a creative way to accurately tell a narrative through packaging design. The narrative, which was a fair trade chocolate product from Peru made with handwoven fabric from Peruvian women, had to be seen in all aspects of the design.

machu_pichu@2x

Solutions


I used sensory marketing to solve many of my design problems for this project. The first experience the consumer has with this product will determine their future buying purchases and perception of the brand, so it was important to make it memorable. The consumer experience includes their sense of sight, smell, touch, and taste.

Brand Promise


Helping the average American feel philanthropic, one chocolate bar at a time.

The Story

This beautiful and colorful fabric was handwoven by the women from the Patabamba community in Peru’s Sacred Valley. This community is known for its one-of-a-kind handwoven textiles and cocoa beans. Artisans in this community make every effort to keep ancient weaving techniques and designs of their ancestors alive. These women dedicate their livelihoods to cocoa beans and weaving activities. Their techniques for both activities have been developed from their Inca ancestors and passed down to modern-day products filled with Andean cultural heritage.

Research


I started my research by studying Peru’s history, demographics, geography, culture, and textiles. I then began creating mood boards that showed their bright Peruvian textiles, patterns, colors, tribal typefaces, and ancient civilizations.

Asset 3
Mood Board

Target Audience

The target market was double income with no kids yet, with mostly women between the ages of 21-40 purchasing the chocolate. This target audience wishes they could do more to help others, but often they can’t find the time to do something that makes them feel like they’re making an impact toward meaningful change.

Audience Needs

The target audience needs to feel that it’s worthwhile to buy a high-end chocolate with a price point of $15-20 per bar. This need is met by having the chocolate packaging double as a reusable handbag. The tag, attached to the packaging, tells a beautiful story about the handwoven fabric, woven from the hardworking women in a small Peruvian town. This story and photo is featured on every bar that is sold. It lets the everyday American feel altruistic knowing that their purchase is directly helping women in Peru. This is their motivation and justification to continue to support the brand by purchasing the chocolate bars for themselves, as well as gifts for others.

Process


Asset 2
Brainstorming Peruvian Ingredients
Asset 3name
Logotype Digital Sketch Progression
I began experimenting with die cut templates and packing prototypes to find a solution that would hold the chocolate, yet be large enough where the packaging could be reusable as a handbag and hold other small items. I decided to print my patterns on fabric to give the illusion of the handwoven fabric to match my narrative.
Asset 1diecut
Die Cut Template

Brand Assets


Asset 2logotype
Final Logotype

Brand Characteristics

  • Honest
  • Vibrant
  • High-end
  • Eco-friendly
  • Reusable
  • Handwoven
Asset 6GE
Graphic Elements
Asset 3color
Color Palette
Asset 4type
Secondary Typeface

Pattern


I created a pattern that featured key items needed for agriculture growth and cocoa beans, such as a shovel and pitch fork. The colors for the pattern mirror the bright fabric that the indigenous women in Peru wear. Furthermore, each variety of chocolate has their own color palette to match the unique Peruvian ingredients featured in that bar.

pattern_variation2
Peruvian Black Mint, Pichuberry, Purple Corn Extract

Tag & Nutitional Facts


Asset 8tag
Custom Die Cut Tag
Each Bean to Bar package contains two tags. The first tag is die cut into the shape of Peru and features a handmade display typeface for the brand. The secondary tag features the nutrition information as well as a short narrative on how the product was made and how the purchase of this chocolate bar directly helps the women shown in the photo who handwove this packaging. I chose to use a photo alongside the narrative to add in an element of pathos for the consumer.
Asset 9photo
Double-Sided Square Tag

Packaging


1blue

1yellow

tag5
tag3

1pink

package2 copy.jpg

package1.jpg