The brief
The client brief was to create a chocolate brand for the higher class customer segment, without creating an over luxurious and haut de gamme product. The challenge itself was to understand what conceptual ideas and elements could have been introduced to the product to gain a competitive advantage over premium chocolate brands that had strong brand positioning. We had to create something that would not be just a confectionery item, but an experience worth sharing with friends, a new way of storytelling through packaging and product design.
The story of cocoa junkie Aliens
On the edge of the galaxy NH-2, there was a tiny planet Xanthes on which a race of pretty creatures called Myu lived their happy lives without knowing the feeling of sadness. The major trigger of their happiness was an ancient fountain of unknown alien origin that they worshiped.
But once the fountain unexpectedly ceased to exist… That time sadness fell over the planet and its creatures' hearts. The only professor of Xanthes has been putting in late hours to study the form of the element of the liquid possessed by the fountain. And finally, he came to a disturbing realization.
The quantity of the foreign substance called cocoa was the source of happiness and it had decreased in the magic liquid. After a meeting with the hierarchs, it was decided that a group made of the Myu elite will set off to find the foreign substance in outer space.
Myus were drifting in space for a very long time and had to get back to Xanthes to seek another way to help their planet. But suddenly their radars detected a mysterious astronomical object, an unknown planet with a vast amount of cocoa all over its coverage. They landed on the planet and noticed a flickering light. They went towards the light which was coming from the Smiths’ house full of candies and chocolate. The Myus were so happy to find it, they did not realize that they were a little late from saving their own planet.
Connecting two planets in one box
The product - A high-end gift for successful and adventurous chocolate lovers.
The brand name - Choc&Late, a variation of the word “chocolate”, and derivative of the brand story of Aliens being late to save their planet.
The name of the Galaxy - NH2, one of the chemical ingredients of the Endorphin molecule.
The name of the Galaxy - NH2, one of the chemical ingredients of the Endorphin molecule.
The name of the planet - Xantes, a derivative world for one of the linking chemical elements of the Endorphin production gland in the human body.
The name of the race - Myu, from the name Morpheús, the god of dreams in Greek mythology, out of which the world endorphin is created: 'endo(genous) (mo)rphin'.
The name of the race - Myu, from the name Morpheús, the god of dreams in Greek mythology, out of which the world endorphin is created: 'endo(genous) (mo)rphin'.
The packages for the chocolate were created in the style of different house spaces where people usually keep chocolate and sweet products: a cupboard, a basement, and the wardrobe. The Myus snuck into those places and found a variety of chocolate products, exactly at the moment when each member of the family opened the door to that space, be it an attic, a wardrobe or a cupboard.
The sketching had got the key role to reach the desired result. This required an extraordinary amount of focus and commitment to detail. The heroes inhabited our minds before the sketching stage: filthy, little bit chubby, roly-poly creatures. We were open to unlimited revisions to make sure the utmost quality will be delivered. As a result, these sweet guys conquered our hearts.
Love - the mysterious feeling of all the times, the one that is described in the fairytales. Myus' love towards chocolate is unspeakable: imagine - these brave creatures have found their planet's salvation in it. Maybe they look strange and weird but don't be afraid of them. On the contrary, play with them, get silly with them and just let them eat as much chocolate as they want.
Thank You
