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Packaging > 13.2 Food & Beverage Packaging

Delicata - Chocolate Happiness

by ...,staat
Bronze

BACKGROUND
Delicata is a household chocolate brand established in 1926 by the largest Dutch supermarket concern Albert Heijn. Ever since the company invested in developing quality chocolate for an affordable price, making it accessible for a large audience. The brand however never transcended its functional purpose, and as such has little brand recognition, value and preference with consumers. The brief was to reposition Delicata from a household brand into a venture brand that can compete with A-brands within the chocolate category, and to create a new inspiring brand idea, a recognizable visual identity and exciting packaging that stands out on the shelf. With around 60 sku’s divided into four specific chocolate collections, each with a range of products aimed at specific chocolate lovers, the challenge was to create a design approach that clearly differentiates the collections from each other, yet still behaves as one brand.

THE CREATIVE IDEA
Delicata celebrates Chocolate Happiness. The symbolism and correlation between chocolate and happiness is strong and near-universal (everyone knows chocolate makes you happy!). Happiness comes in all shapes and forms, and now, we have a chocolate to match every one of them. Using chocolate as a platform for happiness, the rebranding and new range of products from Delicata helps us to recognize, and celebrate, our moments of happiness, whether they are small or big, unique or common, alone or shared. Creating four chocolate collections, we offer flavours for every type of chocolate-lover, to match their moment of Chocolate Happiness.

THE STRATEGY
Renewing the Delicata brand and relaunching it with a design-driven multi collection strategy.
Research found chocolate consumers could be divided into four categories – everyday, enthusiast, adventurous and purist. These formed the basis for creating one brand with four specific collections for every kind of chocolate lover – unusual in the market. Each collection was connected to its own chocolate consumer, which then informed the design cues for that collection. The flavours of the chocolate and its packaging express the emotional characteristics of that audience and their moments of ‘Chocolate Happiness’.

Everyday Happiness:
All the classic flavours. Trusted, accessible, comforting. For everyday chocolate eaters.

Sparkling Happiness:
Exciting flavours. Accessible, easy, yet out-of-the-ordinary. For chocolate lovers.

Discover Happiness:
Experimental flavours. Culinary, provoking, exciting. For adventurous chocolate enthusiasts.

Original Happiness:
Nuanced pure flavours. Intense, elegant, single-origin. For chocolate purists.

THE EXECUTION
With a strong visual brand mark and color coding we created a consistent brand identity throughout the four different collections. Each collection received a bespoke design, expressing their individual personality through different crafts, type treatments and materialization, including custom chocolate bar design. 
Everyday Happiness: A fresh approach that POPS! amongst the conventional chocolate category – playful type treatment and clear colour coding.
Sparkling Happiness: Hand-made paper cut-outs of the ingredients created abstract compositions, expressive and joyous, unique for each flavour. Materialised in thick paper, double-sided printed to discover more happiness inside.
Discover Happiness: Photographic stil-life artworks of intriguing ingredient combos in a rhythmic pattern. This abstract approach allowed us to disconnect the visual representations of ingredients from the factual content percentage (required by law and a common challenge within the category).
Original Happiness: Elegant mono-color marbling with gold foil logo, inspired by natural shapes and local craftsmanship, speaking to the refined, sophisticated tastes of the chocolate purist.

RESULTS
Value added to the brand: upgrade of complete assortment in taste, quality and diversity, and creating a platform for flavour innovation and brand experiences.
Value for consumer: quality product and exciting packaging made accessible, discover the new impactful shelf presentation and navigate new flavours easily, respecting different types of consumers with matching flavours and design.
Reach and cultural impact: immediate increase of customers, new kinds of customers.
Sales: Launched in September, immediate turnover increase of 47%, consistent higher volume of 20%.
Achievements against the brief: Unexpected and attractive aesthetics in supermarket context and surprising flavours leads to strong presence on social channels (Instagram and Facebook), the four 100% vegan products are embraced by unexpected large group of foodies as they offer new flavours.
Campaign: In addition to branding and packaging we developed launch film, key visual, visual content and seasonal products.

Agency
Credits
  • Creative Directors
  • Art Directors
  • Designers
  • Illustrators
  • Photographers Bart Oomes
  • Editors
  • Copywriters
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