Suchard
The Opportunity
In the fiercely competitive Austrian dark chocolate market, Suchard, a local gem under Mondelez’s banner, has looked to stand its ground against global giants like Lindt and local rivals. Despite its history as one of the pioneers of chocolate and that it’s consistently triumphed in blind taste tests, the brand was failing to resonate with new customers. The two centuries of heritage behind the brand and its reputation as a premium dark chocolate specialist appeared to have been lost over time. Our challenge was to tell this story through the pack design.
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 all. He was inspired by the transformative power a small taste of luxury could have on the lives of everyday people. This need for a little personal indulgence idea feels as relevant today as it was back then.
Services
- Brand Strategy
- Visual Identity
- Packaging Design
- Brand World
Moments Of Joy
Our idea ‘Moments of Joy’ sought to put the brand top of mind when searching for an indulgent treat, backed by bringing the brand’s 200 year heritage and expertise to the fore.
We introduced a single minded mast head paying homage to the brand’s legacy and craftsmanship, and overhauled the whole pack to tantalize the taste buds and encourage an authentic ‘for me moment.’ As part of Mondelez’ commitment to sustainability there would be no hot foil used, so we needed to work harder to deliver a premium looking pack. This was achieved through a new red brand colour with a clearly defined colour system to compliment each product and deliver maximum stand out on shelf. We crafted new typography, product cameos and used multi-level embossing to weave a tasty and compelling product narrative across the pack. We re-drew a significant piece of historic Suchard ephemera from their archive and placed it centre stage on pack to reconnect the product with the brand’s rich history.
