Not So Sweet
Packaging・
Visual Design・
Packaging・ Visual Design・
Objective
To design product packaging that is inspired by intangible words or phrases.
Phrase : All is Well | Product : Chocolates | Brand : Cadbury Bournville Target : Health conscious consumers, consumers with diet restrictions
Theme
To promote consumption of dark chocolate in India, a country where usually sweet is preferred over bitter. The concept revolves around creating an experience around a premier chocolate brand and giving it a richer meaning through its packaging.
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In India, there is a lack of dark chocolate consumption, which is a healthier alternative and helps prevent certain ailments when taken in small amounts.
Packaging Problem: Most companies sell dark chocolate in the form of entire bars. It lacks portion control and therefore one feels tempted to finish the entire bar. This could unhealthy for people who need to control their sweet intake.
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To create a new and different packaging for bournville dark chocolate.
This chocolate would be neapolitans to ensure portion control.
To use brown Kraft paper (this is sustainable, eco-friendly, has high elasticity and tear resistance, cost effective) in order to create the box.
Packaging Concept
According to research, dark chocolate is one of the best sources of antioxidants on the planet. They neutralise free radicals and prevent oxidative stress. If not prevented, this stress can cause various health ailments.
This packaging is a Bournville product variation for health conscious consumers with dietary restrictions.
The aim is to create and experience around Cadbury’s premier dark chocolate brand - Bournville. The experience is created to provide a sense of comfort through an ergonomically designed compact packaging.
Here is a package innovation welcoming you to “The Dark Side”
Advertising Campaign
A short series of two advertisements were created to promote the product among the intended target audience.
Ad (Left) - Supports & promotes fitness
Ad (Right) - Demonstrates how health, fitness and a sweet craving can go all hand in hand to create a experience
Reflections
During the duration of this project I was responsible for research, defining problems, brainstorming solutions, developing the concept and product structure, sketches, key line drawings, packaging graphics, printing, assembling prototype and ad development.
This project was an incredible journey right from start to finish. What I enjoyed the most about this project was that it wasn't just a digital project. I got a chance to print and hand assemble a product which helped me gain insights on product structure development after multiple iterations of what could work or not.
Credit : Aastha Malhotra (Team Mate)