Mirabell Mozartkugeln
The Opportunity
Mirabell Mozartkugeln stands as more than a sweet, it embodies Austria’s cultural and culinary heritage. Created 100 years after Mozart’s death, this Austrian chocolate combines rich chocolate, marzipan, and nougat. Its round shape and layered recipe turned it into the Mozart chocolate ball beloved worldwide. Working within the premium confectionery and FMCG sectors, we refreshed Mirabell’s identity and packaging while protecting its distinctive Austrian heritage.
Competition in the premium chocolate gift market crowded shelves with imitators, and Mirabell risked losing visibility. We partnered with the brand to preserve its legacy while reaffirming its position as the authentic, original Mozartkugel.
Services
- Brand Strategy
- Brand Identity
- Packaging Design
- Portfolio & Range Architecture
- Brand World
- Heritage Brand Renovation
Deliciously Detailed
The new identity draws inspiration from the elaborate ceiling cornice of the Musikverein, Vienna’s beautiful concert hall. Although built after Mozart’s life, his music forms a core part of the venue’s identity and reputation as a world-class concert hall. We distilled ornate details into elegant design around the confection and covering Mirabell’s unique octagnol box.
A custom crown was designed and now tops the brand mark, made of musical symbols that further deepens the connection of the brand, with Mozart and restores Mirabell’s rightful position as originator of the Mozartkugel. A refined red and gold palette strengthens shelf standout, with the word ECHTE (“authentic” or “The Original”) reaffirming brand authority.
Relevance, Built from Legacy
We built a flexible design system for 20+ product formats, from souvenir bags to octagonal gift boxes. Core assets, the crowned wordmark, Mozart’s portrait, the octagnal structure, and the chocolate ball, create cohesion.
The redesign also improves sustainability. By removing plastic windows and moving away from metallic foils we wanted the embossing and varnish finishes to bring tactility and elevate the premium chocolate gift experience without compromising the products recyclability.
The Outcome
This evolution sharpens Mirabell’s heritage of craft and cultural depth. The crowned wordmark, refined details, and authentic messaging ensure Mirabell Mozartkugeln Original remains the world’s most recognisable Mozart chocolate ball — unmistakably authentic and unmistakably Austrian.
