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Package Design
Confections/Snacks

Bronze Winner

Entrant: Cheil, Hong Kong
Very Chocolate - "Very Chocolate"

Corporate Name of Client: Very Chocolate

Agency: Cheil, Hong Kong

Executive Creative Director: Paul Chan

Creative Director: Peter Engelbrecht

Copywriters: Peter Engelbrecht/Paul Chan/Simon Handford

Art Directors: Ivan Au/Toby Hong/Sandy Chan/Noah Ho/Joe Harris


Description of the Project:
BACKGROUND:   

Very Chocolate is unashamedly thick, rich, real chocolate—made with 85% cacao. Our mission was to help the brand stand out in an already saturated market.


IDEA: 

High quality real chocolate is widely considered to have a range of medicinal and therapeutic benefits.    

Since everyone knows about these magical placebo effects, we repositioned our brand as: THE PERFECT CURE FOR ALMOST ANYTHING.   

From relieving headaches and PMS to every ailment in between, our new tongue-in-cheek designs reminded people what real chocolate can actually do.  

In a humorous twist, the designs emulated the look and wording of medicinal and pharmaceutical products.


STRATEGY: 

We gave people more reasons to enjoy Very Chocolate. Since our product is made with 85% cacao, our new packaging made our chocolate synonymous with something that always makes you feel better.  


EXECUTION: 

Our new packaging design needed to be Instagram-worthy, fun and engaging. It not only put a smile on customer’s faces, it popped out in a humorous and creative way in a space where all products usually look the same. 


RESULTS: 

The new package design was a smashing success among consumers who found it entertaining and creative—so much so that it sold out within weeks. It was also a hit with retailers who reached out to us, offering more shelf space across Hong Kong. Best of all, what began as a limited-edition change of label has now become permanent.