ASLI CHOCOLATE
Packaging & Branding
Concept Project
Overview
The primary purpose of this project was to create a chocolate bar based off a country that produces cacao, and is maintained by fair trade workers. The product's target audience is focused on childless couples called DINK's, who can afford to spend money on luxurious items. The company created is called Asli which produces organic chocolate from Indonesia. The product incorporates natural Indonesian ingredients, and also lets fair trade farmers connect with the consumer that eats their chocolate.
Solution
Asli is the Indonesian word for "natural and pure". Three chocolate bars were designed based off 3 native ingredients: pineapple, guava, and banana. These ingredients are represented on the package design as they are placed on the front of the package. This is also paired with the different type of flora that is indigenous to the region, along with colors and batik fabric patterns as part of the design. When consumers open the packaging they are greeted with a picture of the farmer who made their chocolate along with a quote about themselves.
Research
Cultural Roots
I wanted the design of my packaging to stand out against other organic chocolate competitors by incorporating Indonesian culture visually. By doing so the consumer is able to understand more about the country through sight. I researched about ingredients used in everyday Indonesian dishes, cultural regions, and art. I took each of these aspects and reflected them into the design of each chocolate project.
Design Guide
Chocolate Packaging Design
Front of Packaging
Banana Chocolate
Pineapple Chocolate
Papaya Chocolate
Interior Flap
Banana Chocolate
Pineapple Chocolate
Papaya Chocolate
Background Design of Window Panel
Banana Chocolate
Pineapple Chocolate
Papaya Chocolate
Consumer Experience
Asli Chocolate has unique packaging to help connect the consumer to the Indonesia. When the user opens the packaging they are greeted by an image of the farmer who made their chocolate. It includes a quote from the farmer, as well as the location where they grew the cacao that's in the chocolate. When the user pulls the chocolate bar from the sleeve, they can see that the packaging inside features a unique pattern inspired by batik fabric.
