The task set was to rebrand a failing brand and I chose Thorntons.
Its Problems
- A luxury chocolate branded as cheap
- Packaging is cheap
- High competition from Cadburys and Lidnt
- No advertising
-Loss of luxury and gift giving experience
Solutions
I didn't change the logo at all but give it a set colour of golden yellow for a more traditional, luxury look
The strap line was 'Art of the Chocolatier' but I found out Thorntons was established in 1911 so they deserve to show off their chocolate making heritage.
Its Problems
- A luxury chocolate branded as cheap
- Packaging is cheap
- High competition from Cadburys and Lidnt
- No advertising
-Loss of luxury and gift giving experience
Solutions
I didn't change the logo at all but give it a set colour of golden yellow for a more traditional, luxury look
The strap line was 'Art of the Chocolatier' but I found out Thorntons was established in 1911 so they deserve to show off their chocolate making heritage.
New packaging for bars of chocolate. A simpler and luxurious box with the chocolate wrapped in brown paper.
A letter which would be posted through peoples letter boxes as a more personal, luxurious invitation to the shop.
A poster that would be placed around the shop and on the streets to grab customers, but also to show off the handmade and personal qualities of the new shop.
I wanted to bring back the personalisation and luxury back to chocolate, so within the rebrand Thorntons would incorporate a new way to buy the individual chocolates. Customers would buy an actual chocolate box made from wood by Thorntons to bring back the handmade, personal gift feel of buying chocolate, and then customers could go back and fill it up with the chocolates they desired instead of receiving ones they don't want.
A new shop floor design, losing the cheap looking chocolate shop and changing it to an old, vintage style with wooden fittings, a buffet of chocolates for customers to choose from, an in-store Chocolatier creating a beautiful smell of chocolate to entice customers into the shop making it a chocolate experience, personal, luxurious and meaningful.
