Green & Blacks special edition winning chocolate bar and Green & Blacks Organic special edition canvas gift bag recieved at event.
Concept The concept behind this brief was to revive the Green & Blacks brand with a new twist using some kind of advertising or promotional campaign. The campaign had to appeal to a broad audience in the hope that it might attract a new client group of slightly younger consumers. The principal distribution of the campaign was described as word-of-mouth, meaning that the a bold concept would be needed to make it something that people would talk about. The concept direction that was taken involved creating a competition and an event. Customers would win the contest buy recieving a gold-leaf painted chocolate bar instead of the usual Green & Blacks bar. Winners would then be invited to the exclusive chocolate tasting event with the opporunity to bring two friends, extending the audience even further.
Three earlier logo design experiments attempting the use of the cocoa leaf and then finally the finished 20 leaf for 20 years logo design.
Logo Design As part of the new campaign, the Green & Blacks logo was redesigned to give the brand a newer feel and to represent a difference in this product to what it was before (The competition and event). The logo was originally designed to represent the 20 years that Green & Blacks had been in business, taking inspiration from the G&B cocoa leaf symbol. Eventually this idea was replaced with the finalised type logo, “20 Great Years� which features across the range of solutions.
Mint
20 great years
Dark Chocolate
70% Cocoa 100g ℮
FAIRTRADE
Enlarged view showing different aspects of the newly designed packaging followed by the remaining fourteen designs for each bar of chocolate in the range.
White
Creamy Milk
Milk
Hazelnut & Currant
Cherry
Raisin & Hazelnut
Maya Gold
20
20
20
20
20
20
20
great
great
years
great
years
years
Milk Chocolate
White Chocolate
30% Cocoa 100g ℮
100g ℮
100g ℮
FAIRTRADE
FAIRTRADE
FAIRTRADE
100g ℮
100g ℮
FAIRTRADE
Ginger
Butterscotch
Caramel
Almond
Espresso
20
20
20
20
20
great
great
great
years
years
years
Milk Chocolate
Dark Chocolate
100g ℮
100g ℮
FAIRTRADE
Packaging To make the new promotional campaign more obvious, the product packaging was redesigned. The same classic Green & Blacks style needed to remain the same to keep the G&B connotations and retain loyal customers. The new redesign follows a similar style to the previous packaging but includes the 20 years logo and the repeated cocoa leaf spot varnish pattern. The pattern gives the packaging an exclusive, limited edition look and conforms to the high end premium chocolate image that the brand is known for.
70%
DARK
years
Dark Chocolate
Dark Chocolate
70% Cocoa 100g ℮
85%
great
years
FAIRTRADE
FAIRTRADE
20
great
100g ℮
FAIRTRADE
100g ℮
FAIRTRADE
20
70% Cocoa
100g ℮
FAIRTRADE
55% Cocoa
100g ℮
DARK
Dark Chocolate
37% Cocoa
100g ℮
FAIRTRADE
FAIRTRADE
years
Milk Chocolate
34% Cocoa
Dark Chocolate
40% Cocoa
great
years
Milk Chocolate
34% Cocoa
60% Cocoa
great
years
Milk Chocolate
60% Cocoa
60% Cocoa
great
years
Dark Chocolate
Dark Chocolate
34% Cocoa
great
years
years
Milk Chocolate
32% Cocoa
great
great
85% Cocoa FAIRTRADE
100g ℮
FAIRTRADE
Product Range Aside from the packaging redesign, several other promotional and campaign based products were created. These included the tickets to the event, in store promotion and the new Green & Blacks webpage. All of the different aspects of the new Green & Blacks keep the same campaign branding and link together within the context of the brief. These elements of the campaign were created primarily by William Skane-Davis