The main inspiration is emotion itself. We all feel great enjoying chocolate, sharing our feelings with peoples around us, hence we were inspired to capture emotions of people trying this delicious chocolate.
The shape of this packaging was designed to make the consumer feel rather nostalgic, as it reminds him of a CD and unconsciously of emotions that music can bring.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Charming Chocolate packaging reminds everyone about the great emotions chocolate makes us feel. The subtle design mainly focuses on black and white photography of human portrait, full attention for the face expression, eyes and emotions people are radiating. Both packaging design and the product are very people and experience, as well as emotion oriented, hence they fit each other perfectly, as any product and its packaging should.
OPERATION / FLOW / INTERACTION:
The key of this design is charming photographies of happy people. Consumers interact with this packaging because they are used to interact with human beings. The idea is that packaging would make consumer feel happy as well as chocolate.
PROJECT DURATION AND LOCATION:
Project started in April 2016 in Kaunas and finished in November 2016 in Kaunas.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
The base of this design was black and white photography. One of the key aspects is layout. It was created to remind of a CD. The paper packaging holds two chocolate bars 30 grams each, packed separately. This was strategically thought of as to invite the consumer to share the contents of this packaging and experience the joy of chocolate together with a friend. The colors are chosen to represent the flavors of each kind of chocolate.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 120 mm x Depth 120 mm x Height 8 mm
Charming, chocolate, happy, photography, emotion, portrait, CD, people
Before approving the design, we wanted to ask potential consumers how attractive, interesting, emotionally connecting they find this design concept, if they feel like it stands out when comparing to similar products on the shelf, if they feel drawn to it? While participating in product fairs, we showed the early packaging design to multiple potential customers and observed their emotions when seeing the design. Majority were interested, seemed surprised and curious, also said they instantly felt emotional connection to these photographs on the packaging, and also felt like the portraits somehow reminded them of people they knew, therefore they felt more keep on buying the product. This was a verbal-only research. Participants approximately 100. Discussing the design with potential product consumers allowed us to better understand how this product will be perceived when on the shelf, as well as make sure that the concept of a human close-up portrait is not scary to the potential buyers, as this was our initial fear.
The most difficult part was to find suitable people for different tastes of chocolate. It was important that people would spread a certain emotion towards potential user. This difficulty was overcome thanks to great models. It was decided to take ordinary people from our own surrounding. In this case the desired simplicity was achieved.
TEAM MEMBERS (2) :
Laura Balockaite and Vytautas Stankevicius
Sarune Baltramonaityte&Laura Balockaite, 2016.