02 / Packaging + logo
01 / BACKGROUND
Background
The team wanted a brand that stood out in a competitive chocolate market and connected with younger consumers through originality, sustainability, striking packaging, and unexpected flavors.
02 / ROLE & GOAL
Role and goal
As logo and packaging designer, I translated ChocoLeven’s early brand idea into a bold, Gen Z-focused identity. I shaped the logo, visual language, typography, illustrations, and production-ready packaging—balancing playful personality with premium clarity and practical use on sustainable materials.
HOW I REACHED THE SOLUTION
01
My role
I led the visual identity and packaging from research through delivery—developing the logo, graphic language, color and typography system, illustrations, mockups, and print-ready files.
02
Process & duration
Across two months, I moved from audience and category research into concept development, packaging exploration, and refinement, working closely with the client to keep each decision aligned with the brand’s personality and ambitions.
03
Primary tools
Illustrator and Procreate supported logo, vector, and hand-drawn exploration; Photoshop shaped textures and mockups; InDesign prepared final layouts and print-ready packaging files.
03 / RESEARCH
Research
I reviewed India’s chocolate market to understand how established premium brands and newer artisanal players appeal to younger buyers. The audit focused on positioning, packaging language, flavor storytelling, and where a more expressive Gen Z identity could stand apart.
RESEARCH APPROACH
01
Category scan
Amul’s premium range and Bournville signal familiarity and quality, but their packaging remains traditional and is oriented toward broader or more mature audiences.
02
Youth appeal
Cadbury’s Marvellous Creations uses playful flavors and limited editions to attract younger buyers, yet the identity still relies heavily on Dairy Milk’s classic brand language.
03
White-space opportunity
Newer artisanal brands such as Melt feel modern and premium, but few combine that polish with the bold color, playfulness, and shareable energy ChocoLeven wanted to own.
DESIGN DIRECTION
Build a chocolate identity that feels vivid, premium, and unmistakably Gen Z—using expressive packaging and flavor-led storytelling without losing clarity or shelf impact.
04 / INSIGHTS & CHALLENGES
Insights & challenges
The design had to feel energetic enough for Gen Z without losing the quality cues expected from premium chocolate. At the same time, the system needed to reproduce reliably on sustainable materials and stay recognizable across flavors and touchpoints.
CORE CHALLENGES
01
Playful, still premium
Bold color, typography, and expressive graphics needed to feel youthful and slightly rebellious without making the product look inexpensive or disposable.
02
Sustainable in production
Eco-conscious packaging introduced print and material constraints. Colors, contrast, and details had to remain clear while protecting the chocolate and working on non-standard paper stocks.
03
A voice of its own
The identity needed a distinct tone that could stretch across packaging, flavor stories, and future touchpoints without blending into familiar chocolate-category conventions.
DESIGN RESPONSE
Use a disciplined visual system beneath the expressive surface—strong hierarchy, controlled color, repeatable patterns, and a consistent tone of voice.
05 / SOLUTION
Solution
The solution became a flexible packaging system for two launch flavors: Dark Chocolate and Almond Bliss. Distinct flavor personalities sit within a shared visual language built from bold color, expressive typography, dynamic patterns, and story-led packaging.
SOLUTION SYSTEM
01
Dark Chocolate
A bold, rich bar built around unexpected ingredients and an adventurous flavor profile for younger chocolate lovers.
02
Almond Bliss
Creamy white chocolate and crunchy almonds balance familiar indulgence with a lighter, contemporary twist.
03
Shared design language
A vibrant palette, expressive typography, and custom patterns give each flavor a distinct personality while keeping the range cohesive.
DESIGN APPROACH
Color creates shelf impact; repeatable patterns build recognition; production-aware choices support sustainable materials; flavor-led storytelling turns each wrapper into something to experience and share.
06 / FINAL DESIGN
Final design
The result is a cohesive, engaging packaging system that stands out on shelf, connects with younger chocolate lovers, and communicates the brand’s playful and sustainability-minded character.
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