Ah Easter. Arriving without the family pressure or obligatory gift-choosing of Christmas that leaves us feeling rather bewildered and confused it’s the perfect holiday with the bonus of a lovely long weekend. The only real obligation is to eat copious amounts of chocolate, it’s only right after all. So in honour of this very special festival I’m reviewing the graphic design behind chocolate. Firstly, because the way in which chocolate brands appeal to their demographic is really very interesting. Secondly, (and more importantly) it gives me an excuse to try a few, all in the name of research of course.
Quite possibly Britain’s most well-loved chocolate brand and worth more than £500 million,
Cadburys branding is distinctive and immediately recognisable. Proud of their roots, Cadbury’s have a detailed time line on their website, according to which the original logo was of a tree designed using the colours pale mauve and red. Subtle and unassuming it’s a surprising precursor to the trademark purple we’ve come to know and love.
It was only in 1920 that Cadburys adopted their trademark purple and only in the 50s that the signature swirling font was used across all products.Interestingly, the iconic branding of Cadburys as we know it was clearly a gradual process. As they defined the brand they started to play with colour and font, and in fact they continue to do so. In 2013 Dairy Milk unveiled its 21st major redesign which, according to Matthew Williams who headed the project intended to, “bring out the personality…in a generous, optimistic and spontaneous design, while celebrating the links with our past.”
Whilst technically not a brand, and owned by the same fabulous people who brought Nutella into our lives,
Ferraro Rocher is a name synonymous with luxury and decadence. With some clever marketing the Ferraro group have done an exceptionally good job not only of transmitting that message, but of making the Rocher a stupendous gift (not that I’m hinting or anything.) Coming encased in a foil exterior, coated in gold and embedded with the trademark logo, the circular chocolate offers a perfect present. With an array of packages to choose from, all of which are simple shapes making them remarkably easy to wrap, (compared to Quality Street or Heroes), if a Ferraro Rocher could speak it would undoubtedly say: buy me. Gift me.
Perhaps not the most well-known of chocolate brands in this list,
Mast Chocolate is the sort of treat favoured by bearded fellas in Shoreditch, delicately eaten as they alternate between doing something creative on their Mac and researching the works of Marcel Proust. Not without controversy a Mast Chocolate bar costs $45 that’s 31 of our British Pounds(!), and comes in a range of weird and wonderful flavours that would probably even make the master Chocolatier himself Willy Wonka squirm.
Unique to the Mast brand is their packaging. Beautiful and individual, each flavour carries a different swirling delight of colour or statement print. Having nothing to do with chocolate, they are instead mini pieces of art that enhance the ordinary chocolate bar into a thing of beauty and inspiration. In the case of Mast Chocolate, their value is very much intertwined with the paper they are printed on.
So next time you are deciding between Galaxy or Kinder, take a closer look at the packaging. From seductive to childish every chocolate brand has a clear identity that works to target a demographic and help make our trousers that bit tighter.