Suchard
The Opportunity
In the fiercely competitive Austrian dark chocolate market, Suchard, a local gem within Mondelēz’s portfolio, needed to stand its ground against global giants such as Lindt and strong local rivals. Despite its history as one of chocolate’s pioneers and its consistent success in blind taste tests, the brand was failing to resonate with new customers. Its two centuries of heritage and reputation as a premium dark chocolate specialist had become less visible over time. Working within the premium confectionery and FMCG sectors, our challenge was to bring this story back to life through heritage brand renovation and packaging design.
Services
- Heritage Brand Renovation
- Brand Strategy
- Brand Identity
- Packaging Design
- Portfolio & Range Architecture
- Brand World
Moments Of Joy
When Philippe Suchard founded the brand in 1826, his visionary mission was to make high-quality chocolate, once a luxury for the elite, an accessible and affordable delight for everyone. He was inspired by the transformative power that a small taste of luxury could bring to the lives of everyday people. This desire for a moment of personal indulgence feels as relevant today as it did then.
Our brand idea, “Moments of Joy,” sought to put Suchard top of mind when people were looking for an indulgent treat, while bringing the brand’s 200-year heritage and chocolate-making expertise to the fore.
We introduced a single-minded masthead that paid homage to the brand’s legacy and craftsmanship, and redesigned the packaging to tantalise the taste buds and encourage an authentic “moment for me.”
As part of Mondelēz’s commitment to sustainability, no hot foil was used, so the remaining design elements needed to work harder to deliver a premium-looking pack. We introduced a distinctive new red, supported by a clearly defined colour system that complements each product and creates maximum standout on shelf.
We crafted new typography and product cameos, using multi-level embossing to weave a compelling product story across the range. We also redrew a significant piece of historic Suchard artwork from the archive and placed it centre stage on pack, reconnecting the product with the brand’s rich history.
