Coco Chocolatier: Branding & Packaging by Freytag Anderson
Published Apr 12, 2019
Glasgow-based studio Freytag Anderson was commissioned by Coco Chocolatier to create a new identity that would represent their own unique space in a competitive industry.
“Initially, COCO was using striking geometric stock designs to wrap its chocolate bars. We felt that the relationship between art and chocolate could be built upon as a real point of difference at the heart of the brand. From this idea we developed the brand line ‘The Art of Chocolate’.
To strengthen this positioning, we created a visual language based on a gallery concept. Each COCO product is wrapped in specially commissioned original artwork, displayed like installations in a ‘white cube’ setting. Minimal labels become gallery captions framed within the artwork.
To acknowledge ‘The Art of Chocolate’ in an authentic way, we felt it crucial to credit individual artists and artworks front and centre on the product. The rear label provides additional information about the artist, with a link to a dedicated bio page on the COCO website.
It was equally important to make consumers aware of the brand’s defining ethical credentials. We did this with a set of pictograms designed to work alongside the logo and brand statement. Their simple visual language communicates the quality and provenance of the product at a glance.”
The studio commissioned artists William LaChance, Palefroi, Rachael Hood and Mari Campistron to help illustrate their exquisite new packaging sets.
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