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Brief Waikato Valley Chocolates were creating a range of mainstream, affordable price point chocolates to be sold in The Warehouse. The chocolat… Read More
Brief Waikato Valley Chocolates were creating a range of mainstream, affordable price point chocolates to be sold in The Warehouse. The chocolate company is New Zealand owned and the chocolate is made in the Waikato so we felt that their New Zealand provenance was very important. The previous range stocked by The Warehouse, Trés Bon, was also made here but the packaging cues were not working for customers. The sort of comments we heard about the Trés Bon range was that it ‘looked cheap’ and ‘looked like it was made in China’ which was not appealling to the New Zealand chocolate buyer. The brand needed to be competing with Cadbury and Whitakers so the brand and packaging needed to be mainstream but with enough luxury taste cues to attract the chocolate buyer. Brand Logo Development We took four different approaches: Heartland, Typographic Luxury, Waikato River and Milk/Cow. The Waikato River concept was chosen as fulfilling the requirements for Waikato/New Zealand provenance, it is flexible enough to be used on many different types of packaging and it was felt it suited the target market Read Less
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