Stone-ground success
CLIENT: City of Bristol College/PiONKA'S Chocolate (Concept work)
CHALLENGE: Create new brand identity and packaging for PiONKA'S to better communicate its unique proposition and to better protect the product.
RESULTS: I received a Distinction for this project and was recognised for the innovativeness of the pack's structural design.
In this college project, I created this branding and packaging for local artisan ‘bean-to-bar’ chocolatier PiONKA’s, in dialogue with my tutor as the 'client' throughout. I began by conducting research around PiONKAs and its equities. PiONKA's is know for its quality and flavour. Its film packaging is providing inadequate protection and standout.
Competitor research conclusion: Draw on Mexican heritage for standout from ornate, Bristol chocolatier crowd.
Competitor and shelf research conclusion: Cardboard external packaging, for protection, and big forward face for impact on shelf. Add window to show product.
I identified that PiONKA’s unique selling point was its use of a traditional Mexican ‘stone ground’ production method; where the cocoa beans are ground on a segmented rolling stone.
I decided to use the rolling stone shape centrally on the package so that, when the consumer looks at the product range on shelf, the filled segment of the rolling stone would appear to roll, from one pack to another. This would add interest to the package while communicating one of the product’s core equities.
I developed the graphics for the pack, incorporating shapes, pattern and colours inspired by Aztec culture and the cocoa plant, and taking in account practical considerations such as impact on shelf and brand standout.
I refined the graphics, in dialogue with the 'client', to improve aspects such as visual interest and visibility of back of pack copy. I tried out different options and added more subtle detailing, of additional Aztec symbols, to communicate the brand's heritage and also add connotations of intricacy and craftsmanship. I also adjusted the back of pack copy for maximum stand-out of essential information.
The final pack achieves my original goals of effectively communicating PiONKA's brand equities and provides better protection for the product.