Chitale, known for their sweets and dairy products, approached Therefore Design with a brief to introduce pure chocolate at an accessible price for the Indian consumer. The company wanted to create unique and innovative pure chocolate products called Chocolate 'Barks'.
The project started with thoroughly researching the chocolate market and the current chocolate trends on the shelves. The research analysis was effectively used for building the brand proposition and the brand's personality. The new chocolate brand was given the name 'Bonco', which reflected the pure and joyful essence of the brand. After brainstorming and conceptualization in the studio, I created a brand narrative with the aim of accurately representing Bonco's personality. The brand narrative was then translated into the brand identity of Bonco. The identity phase of the project involved various stages of sketching, digitizing and refining.
I studied the packaging of other chocolate brands and identified the skeleton of chocolate packaging. Almost four to five design directions and 70 to 80 iterations were made to get the packaging right. As the design progressed, every element on the packaging - the imagery, the text units, the colours, the claims, etc.- was addressed one by one. The last step before the client presentation was the adaptation of the design route to different flavours of chocolate. My concept was chosen and taken forward among the three concepts presented by the studio.
The next step was designing the back of the packaging, in which I wisely used the space to extend the brand narrative and enhance the product's uniqueness. The last few steps of the design process included packaging refinements, product photography, pre-print processes and the final printing of the packages.
