Chocolate Packaging...

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Colour considerations for Packaging...

We have decide that we are going to make a new product t add to the range, G&B's pebbles. These almost act as beans a bean for each flavour. To inform my use of colour on the packaging I have began to look at their range of bars but more so colours.

Stella

I'm looking at this simply because I had a thought. Why not advertise using their weakness the same way in which stella do by reassuring their customers that the rice is justified, reassuringly expensive.

Chocolate ads...

As a collaboration we have decided to do an ad so i'm just having a look through to see if I can pick up some inspiration.

What are G&B's about?

In this post I have researched what the company is all about in order to build Identify their strengths and weakness and apply either to effectively solve the problem. I have mostly looked through their website to find articles and videos but these have established some valid points.

Below I have taken a lot of info of their website from how their beans are sourced to their beliefs involving fair trade.

One thing I have notices especially within the website is that G&B's talk a lot about their quality but they don't shout it. I think that is the problem no one knows any of this stuff.

G&B's Product range...

I'v spent some time looking through G&B's website identifying what they sell and finding out more of what they are what makes them special below are a selection of chocolate  products they distribute from the regular bars to hot chocolate and biscuits.

For me the problem with the products is nothing to do with the packaging. I think there is a gap in their range, there are no small bars except those that come in a pack but they retail at about 5 QUID to me all that is needed is a small affordable bar.

Sustainable Graphic design.

As a collaborative group we gathered together to discuss how we were going to tackle the brief. We had already agreed that our company was going to operate as a business that specialised in Sustainable design, However we knew little about the topic and the market ion which such studios operated. In our gathering we discussed areas of research we split this into three categories, How sustainable design is put together the craft materials and making processes. How it is meant to look, and who it appeals to what sort of businesses and audience.
            I was given the task of establishing exactly what it should look like, this also involved looking at studios for deeper insight.

I found an american company called clearly green. I really like the branding I think you can almost base the principles of how your design will look around how the branding works.

Looking at their work it was a lot of publications they seem to talk about their identity almost selecting topics that can be related to the ethos of their company.

They almost promote environmental Ideas, across a range of methods and visuals.

Playing with the branding.

Just some initial Ideas not changing much just little things, like experimenting with shape etc.

Possible Solutions...

Below are a range of initial ideas that could help solve the problem from packaging to branding.


After looking into the brand I have not found a single tv commercial or viral about G&B. Perhaps this is the solution to enable them to become better known and attract more custom. The reason I think they may not of attempted this is perhaps they don't want to alienate there existing customers. I think they want to keep the brand special among this group, maybe they think that if the brand becomes mainstream people might think they have sold out. However lots of people don't know about them and tv is the best way to get out their. I believe whatever the advert is they need to show off the unique flavour of there product in a creative fun and sophisticated approach so as not tho alienate their existing custom.

As part of the new range below and also fitting into the promotional. I figured you could have small tasters or teasers a small pieces of chocolate that could be in the shape of a co co bean. The idea being tasting is believing this might literally tease the individual buy a bigger bar and perhaps fall in love with the brand. These tasters could be free promotion or cheap like cadburys cream eggs positioned in selling points i.e. tills etc.

After looking at all G&B's range I feel there is a gap that needs filling, they have large bars but no small ones. I believe they need this for two reasons, one being cost they want people to buy their chocolate but they wont spend big money to buy a massive bar of chocolate they might not like. However they would consider it less of a risk to buy a small bar at a cheaper price because if they don't like it they waste less money and less chocolate. Another point is size you don't want to be carrying around a massive bar.
             The second reason is less chocolate ,a lot of the range is incredibly rich and the amount is not always necessary and can of course be sickly. The size of the bar will also make it possible for the chocolate to be displayed in more visible areas such as till points etc. If the packaging is made eye catching this will more people will pick a bar up. Buying a small bar might result in people buying a large one and and investing more in the brand.

I also think they need a strap line that runs alongside an advert. Something catchy that is positioned at selling points, and other places of high visibility i.e. billboards etc. Something visually strong that reinforces the content of the advert.

Promotion I believe is key as the brief pointed out people love G&B when they try it. So for me let them try it make stalls in supermarkets, shopping centres have people walking around with trays etc. Set up attractive displays to capture peoples eyes, banners , strap lines etc.

Solving the Problem...

We initially looked at the brief thinking the immediate problems were about the branding and the packaging, however after closer inspection I believe the problem lies elsewhere. looking over the brief again and combining research into how the company works products packaging promotions, I have found certain gaps that need filling. I believe I have identified some valid points In pinning down exactly what it is G&B actually need in order to pull in those new customers.

           From the brief it is clear that they want a marketing campaign that is sophisticated and appropriate to the product something that does not alienate the existing customer by straying too far from the ethos of the company but is at the same time fresh and fun to draw the attention of a new generation of buyers. I feel like they want to be daring and adventurous but are scared to lose what they have to me this stifles their imagination and results in their product almost becoming stale. We need to design something that is fun and daring enough to appeal to both.

           Our initial ideas were to make packaging that was organic in its process and material, but through  research I have found that this is already covered. So changing the packaging is also not an option although personaly I feel this should be toned down a little so it calls out to a broader range of people.
           So in my opinion the packaging is not the biggest problem at the end of the day G&B is a premium chocolate and in that respect it does its job being entirely appropriate. More than this I feel that the company is very traditional in its values therefor a complete turn around in their branding or packaging would be too big a change. I don't even think the organic side is important what is important to them is selling more chocolate and getting people to buy into their brand.
            To me the problem is they don't sell themselves, looking over the brief their unique selling points are not just their organic ingredients but the fact that in a bar of G&B you get more co co bean, so more chocolate. With this you get a richer quality chocolate and a unique taste, for me this is the most interesting point. The unique taste is created by the fact that G&B source their ingredients they use the finest quality beans as well as a greater variety, this means there is a fusion of flavours that makes a more varied taste experience. To me they need to show this off, tempting people to take a leap of faith and try for themselves.
             For me this could be achieved across a broad section of media, i.e. a viral advert or tv, promotional events i.e taster days etc. Or a new product range i.e a smaller bar etc....
            
            

Re Writing the Brief...

If I had to use two words to describe the brief I would say wishy washy. When we read through it together we both made the observation that the people writing the brief were not sure what the problem actually was, although it wasn't the worst we looked at it seemed to trail off at tangents at times. As I read through the brief I found the most comical part were that Green and Black's want a marketing campaign that gives new customers a motivating reason to trade up with their brand ahead of others. They then go on to say, " while we want to broaden the appeal of Green and Black's , It must maintain its premium nature and not dumb down" this is the best part " let people come to us! ". So they want new customers but their to pompous and elite to go out there roll up their sleeves and grad peoples attention of course there to good to do that how preposterous they might have to deal with the common sort that buy kit kats and boost bars.

Chosen Brief - Green and Blacks...

Me and Ceara looked over all the briefs and both agreed to run with Green and Blacks organic chocolate this is a run down of the brief.