From: Packaging News
Bulletproof has helped redesign Mondelēz International’s premium chocolate brand Green & Black’s.
The brief was to create a vibrant and cohesive brand identity and packaging design for its new Pure Dark and Pure Milk chocolate bars that would break away from the generic mass Premium Chocolate category codes and conventions, while delivering the brand essence of ‘a taste you can believe in’.
A Bulletproof spokesperson said: “We needed to portray premium indulgence in a brand aesthetic that appeals to today’s consumer – the world of mass luxury has moved on, but seemingly chocolate has remained firmly rooted in the past.
“We started by stripping the brand down to its core equities and reassessing those against our objectives; every element needed a purpose and clear role in telling the GREEN & BLACK’S story. The packaging is an elegant balance of natural and indulgent finishes; the uncoated board evokes natural cues, while the foil detailing delivers a touch of elegance and refinement.”