The target consumer: A middle - upper class group of various ages, faithful to the ION quality and also younger generations of prospective clients.
The design: This is a client with whom we have cooperated successfully in other rebranding projects. In this case we had to change the couverture packaging in a way that would update the product identity and pleasantly surprise consumers while strengthening loyalty to the brand. We opted for a design drastically different to the visually overcharged one that already existed: the packaging surface was cleared so that the basic product attributes could emerge in favor of the consumer. Zones of color were limited to surface edges so as to denote the 4 different chocolate types-flavors (classic, milk, dark cocoa and white chocolate). Emphasis was given to the 5 gr. couverture piece which is the functional basis of the chocolate-cooking process; its sharp 'snap' is actually a sign of quality and the first element that memory recalls in relation to couverture handling. Cooking ritual was further invoked by the hand-drawn designs of pots where chocolate pieces are melted. The selected typography added to an overall feeling of a neat kitchen diary where notes and recipes are kept and valued.
