“Simple yet bold”: Theo Chocolate launches six-figure redesign
10 Sep 2019 --- US-based Theo Chocolate is launching a redesign of its organic bars to reestablish its core purpose and invite people to “see the big impact a small treat can have.” The new wrappers have a “simple yet bold” appearance and are expected to be rolled out on all retailers’ shelves by the end of 2019. The company is also currently testing plant-based flexible packaging and plans to transition all of Theo’s products into flexible packaging by 2021.
“People are looking for simplicity and authenticity in all areas of their life, including when choosing chocolate. The guiding principles of the redesign were to express Theo’s brand clearly and provide an inspiring chocolate shopping experience. Just as Theo makes chocolate from scratch, the design incorporates handcrafted elements throughout,” Jason Harty, CMO of Theo Chocolate tells PackagingInsights.
“The entire research, positioning and design project was a yearlong undertaking that cost six figures. The packaging features all-new graphic design, product and ingredient photography, and watercolor artwork hand-made by the internal Theo design team,” Harty adds.
The new design (right) highlights clear and apparent flavor cues.The redesigned Theo Chocolate packaging stands out on shelf using an off-white background to build a strong, cohesive brand block, continues Harty. “The design highlights clear and apparent flavor cues, including featuring the actual chocolate from the bar. The simplified look and feel provide a visual respite on the shelf for shoppers to quickly and easily find the chocolate they are looking for.”
New York-based branding agency clarkmcdowall helped make the new design, which will initially be rolled out on the newest Theo flavor of Coffee Toffee 70% Dark Chocolate Bar this month. Each purchase of a Theo product directly supports the livelihood of 6,500 cocoa farmers, with the company being committed to supporting farmers, consumers and the Earth. The brand values were an integral part of this new design, helping consumers find the ethically-produced chocolate that they are looking for, says the company.
The chocolate category has seen tremendous growth since Theo launched, with a number of new brands and dozens of new products, according to Harty. “We love this growth, but the chocolate aisle can be overwhelming for consumers with competing narratives, an abundance of certifications, and a lack of flavor appeal. That’s not how chocolate lovers should experience chocolate. It should be simple and inspiring. We want to bring joy back to shopping, sharing and eating chocolate,” he says.
The confectionery sector has seen other recent redesigns, with Nestlé Japan is replacing the plastic wrapping on its KitKat candy bars with paper last month. This came as a bid to become one step closer to its commitment of 100 percent recyclable or reusable packaging by 2025. Gourmet meringue maker Flower & White also ditched plastic, bringing in Sirane’s Earthfilm as a paper-based packaging solution.
By Katherine Durrell
