US chocolate brand Tcho has adopted a new packaging design from brand consultancy Bluemarlin for its Pairings line of chocolate bars.
Tcho is best known for its work with cacao farmers and cooperatives, providing the tools and training needed to produce the highest quality beans.
The new design sets it apart from its competitors, Bluemarlin said, and the creative process was driven by the idea that Tcho chocolate is for cool, confident consumers who like to do something slightly different. It will be rolled out across the Tcho Pairings range of flavours, which include mint chip gelato, coconut crisp, almond and sea salt, plus hazelnut chunk.
The challenge was to transform the brand’s unique story into a visually comprehensible and beautiful design, and the result, Bluemarlin said, “perfectly communicates the quality of the ingredients as well as the brand’s positioning of disruptive fun”.
Bluemarlin has aligned the designs to match the successful Mokaccino variant using powerful photography that showcases the ingredients in a singular and impactful way. The design draws on bold colours and imagery that dramatises the product’s flavour profile, while the packaging also includes subtle metallic details as a reference to how the ancient Mayans and Aztecs used cacao as currency. The foiled patterns are thus designed to evoke the intricate patterns found on currency all over the world.
Anthea Kelsick, strategy director for Bluemarlin New York, said: “Tcho Chocolate has always used design to showcased the quality and authenticity of the brand. Our task was to strengthen the portfolio by creating a new set of photography and design guidelines that would improve consumer understanding of the product while continuing to visually express the Tcho chocolate’s story. It was a privilege to work on, as Tcho Chocolate is a brand willing to make a bold and beautiful statement with design.”
© FoodBev Media Ltd 2021
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