A relatively new chocolate manufacturer was developing a new chocolate spread product. Not only is chocolate spread market over-saturated, but its %90 dominated by the famous brand Nutella.
We worked on developing an identity for this product in order to stand out against fierce competition with a very small marketing budget.
The brand name echoes the chocolate spread?s smooth texture and refined quality. We knew that associating this product with a mascot would leverage the brand and make it more relevant to its target audience (children). The giraffe was an obvious choice because its traits and personality can be described as mellow.
The jar shape was developed by MKD to look more like a tummy, but the closer we looked at it, the more we felt it?d be a perfect canvas for the giraffe?s face.
When strolling down a supermarket food aisle, cruising by a sea of look-alike chocolate spread jars, Mellow has definitely stood out and grabbed shoppers attention.