EXPLAINING THE DESIGN Through market research we discovered that repeat pattern is a current trend in food packaging, and so decided to incorporate this into our design to give it a contemporary edge. We used the ingredients in GUCC’s chocolate bars as inspiration for each pattern, to give focus to the unique flavour combinations that appeal to a more adult palette. The child-‐like and naïve aesthetic of the patterns intends to reflect GUCC’s aim of creating chocolate bars that are reminiscent of our childhoods, and the colour palette is derived from their current packaging so that the design is cohesive with their existing products. We decided to have GUCC’s intention of making chocolate bars reminiscent of our childhood, but for grown up’s only – with the tagline ‘Nice Try kids but it’s not for you’ – central to our design. Conceptually the puzzle piece design reflects both the idea of making adults nostalgic about their childhood, as well as people puzzling together and personalising their own product. WHAT WE UNDERSTAND MORE ABOUT THE BRAND Through research we began to better understand GUCC’s intentions behind their current branding -‐ making chocolate bars reminiscent of our childhood, for adults only. The core aspect as to why their product appeals to an adult audience is due to the more sophisticated flavour combinations in the chocolate bars. As a group of environmentally-‐ aware creatives we were glad to be producing work for a company that works by a strict environmental policy and aims to create a handmade, high-‐quality product. However, after emailing the GUCC team they informed us that they did not want their environmental policy to be a conscious part of their branding and packaging. From this exchange, we also gained more information as to their current branding and the ingredients that will be available for this new personalised product helping us in the development of our final design. The use of repeat pattern is a current trend in food packaging. Using the ingredients in GUCC’s chocolate bars as inspiration for each pattern, the child-‐ like and naïve aesthetic of the patterns intends to reflect GUCC’s aim of creating chocolate bars that are reminiscent of our childhoods. Placing the patterns within puzzle pieces represents people puzzling together and personalising their own product. The use of white space gives the product a high-‐quality tone of voice to attract the adult audience and make this gift a high-‐quality gift. The “Nice try kids, but it’s not for you” is behind where the bars would be placed so that if a child did take the chocolate it would be like they were being told off.
The puzzle patterns have been used to create a banner page to promote the new product. It is keeping with the branding guidelines to ensure that it suits the original brand and core values of The Grown Up Chocolate Company. SUBMISSION DESCRIPTIONS We as a group love chocolate and are all keen on packaging design and product development. We chose to work with each other as Graphic Designers and Illustrators to expand the potential of our creativity. We loved how friendly the brand is and their efforts to conserve the environment. As a group of environmentally -‐ aware creatives we were glad to be producing work for a company that works by a strict environmental policy and aims to create a handmade, high-‐quality product. Through market research we discovered that repeat pattern is a current trend in food packaging, and so decided to incorporate this into our design to give it a contemporary edge. We used the ingredients in GUCC’s chocolate bars as inspiration for each pattern, to give focus to the unique flavour combinations that appeal to a more adult palette. The child-‐like and naïve aesthetic of the patterns intends to reflect GUCC’s aim of creating chocolate bars that are reminiscent of our childhoods, and the colour palette is derived from their current packaging so that the design is cohesive with their existing products. We decided to have GUCC’s intention of making chocolate bars reminiscent of our childhood, but for grown up’s only – with the tagline ‘Nice Try kids but it’s not for you’ – central to our design. Conceptually the puzzle piece design reflects both the idea of making adults nostalgic about their childhood, as well as people puzzling together and personalising their own product.