Luxury chocolate brand Madécasse has refreshed its packaging to make it ‘more accessible and memorable’.
The brand has introduced a stylised graphic of a ring-tailed lemur – one of the animals mostly closely associated with Madagascar, where Madécasse’s products are sourced – as a mascot for the range. Madécasse said that the relaunch would make the product easier to merchandise, make the category easier for consumers to navigate, and increase the range’s impact on retail shelves.
The brand – owned by Empire Bespoke Foods – will also mark the redesign with two new flavours: mint crunch, which is 63% Madagascan dark chocolate mixed with soft mint and crunchy cocoa nibs; plus honey crystal, which combines honey crystal inclusions with the fruity notes of heirloom cocoa.
The new packaging will be available from June across eight different variants of Madécasse chocolate.
“We thought about what represents Madagascar and the first thing that came to mind was the lemur, specifically the ring-tailed lemur with its striped tail, and we decided to take a chance and make it really bold and big,” said Sarah Shah, director of marketing for Madécasse.
As well as the visual update, the brand has removed the ‘unnecessary string-tie detail’ that adorned packs before, and simplified the descriptions of flavours to just one or two USPs. They include the fact that the cocoa beans are heirloom, rather than going into detail about the tasting notes of each bar.
Colour coding will differentiate between flavours and cocoa contents, which Madécasse said is an important detail in the premium chocolate segment.
The brand will retain its ethical positioning: it makes chocolate in the same country that the cocoa grows – the key to transparency in the global confectionery industry, it said – and works with its farmer-suppliers to improve the quality and financial returns from their cocoa.
© FoodBev Media Ltd 2021
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