This packaging design aims to provide a sophisticated gifting and eating experience of a chocolate bar

and transform it into an high-end gift.

Brand and Visual Analysis

Discussion with Zingerman's about Project Scope

Zingerman's want to rebrand their chocolate bars into high-end gifts through packaging design.

Zingerman's Packaging Needs and Wants

Sustainable
Able to assemble by hand
Feel of handcraft (low tech but interesting wrapping)
Protect candy from humidity, bugs, and direct sunlight
Looks like a gift
Feel of community
Direct connection with Zingermans
Nostalgia & Excitement - It’s is very personal to Charlie which reminds him of his childhood. He used to take his 50cents to this little old candy store in the neighborhood and buy as many candies as he can then save one for the best and favorite candy.

Zingerman’s Overall brand:

Bold colors – primary colors
Tell story about the products and the people who make them

Studies on Customers

Customer behavior when eating candies

Candy wrapper everywhere
- Maybe have a fold out container that people can throw their candy wrapper in
Open the package and never fold it back and never know what to do with the ribbon or parts of the wrapper
- Make a one piece packaging so there is not pieces of packaging lying around
Wants the packaging contains the candies when open
Easy to fold back
Feel bad for throwing away good packaging especially if it is a nice and sturdy box
- Reduce the use of materials
Reusable for other purpose – container that people can use for storing food like can jars
Need it to be easy to store
- A packaging that allows them to put it into the refrigerator or food closet
Great piece of art to put on the table – when friends and family come, it’s a nice candy to offer to them at the same time it looks good as a decoration.

What kind of gift does people want?

Want gifts that people can keep and remind them of the memory, experience, occasion, and the person
an element that people can re-use but no necessarily too burdening for not keeping
customizable so maybe a little tag that the gift giver can write the receiver’s name. (Goes along with Zingerman’s value in individuals and customers)
Things that people can collect
Have a theme of different packaging so people who loves to have a collection of things would love to keep buying them
It can be a display or a decoration piece

What kind of packaging would a gift giver want?

Looks and feel valuable and there is a weight to it
Don’t take up too much space/ easy to pack
Sturdy – not easy to break or be crumbled
Elegant form

Inspirations

The packaging have additional purpose for the product it is selling. It adds another layer of fun and surprise.

Great connection between the exterior and the interior design. The individual candy wrapper gives an impression that the product is organic, hand-made, personal. Plus packaging looks easy to production by hand.

Plain and elegant exterior and gives a pleasant surprise once the customer opens it. Easy hand packaging too – origami for interior pieces with sturdy exterior

Clever interaction with the packaging. Thinks about the eating process and the context of eating this product.

Form Inspiration

To provide a sense of sophistication, I want to put the chocolates on a "pedestal" which raises the chocolates above the surfaces as if it is also a piece of art to admire and treasure. I want the form of the pedestal to be light and have a sense transparency to provide feeling of honesty and elegance.

The structure of the chocolate box is inspired by Le Corbusier’s Villa Savoye which elevating the house above ground which allows the house to blend and be not intrusive with its environment. It’s exterior is very minimal and elegant while its only decorations are its structure and windows. Thus, I expose the structure of the pedestal to invite the environment to be part of the show and allow lights to bounce in and out of the surfaces.

Prototypes

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Architectural Profile

The simple structure allows the light bounce and create interesting shadow on the texture paper. From afar, the golden chocolates looks like they are floating in air. To put the chocolate at the center of focus, I want the structure and the roofing of the chocolates to be very light and transparent in space. In hopes to create high contrast with the dense, intricate, fulfilling chocolates.

The Reveal

The reveal of the chocolate is my focus of this packaging. I want the customer have a slow ritual of opening the packaging to elongate the suspense and build up the excitement for the chocolates inside. The roofing of the chocolates bares the texture of the chocolates to gives a hint of what’s inside but not too much. Once the receiver unravels the twines the chocolate’s golden dress shine through the slightly opened roofing. As one place the chocolate packaging on the table, the roofing relaxes its wings and presents the chocolates on its pedestal. To put the chocolate on the center of focus, I want the structure and the roofing of the chocolates to be very light and transparent in space. In hopes to create high contrast with the dense, intricate, fulfilling chocolates.

Business Proposition

A prominent form and quality materials is meant to maintain the brand presence beyond just the chocolate itself but also how the chocolate live in customer's home. The elegant pedestal is meant to live on the coffee table and presenting the chocolates to the visitors; thus, when people see the packaging they are automatically reminded of Zingerman's just like how Tiffany's blue bag. People recognize it right away if someone carries a Tiffany's blue bag. Due to the study construction, beautiful form, and flexible in functionality, the packaging can live longer than its chocolates. The brand lives on and maintain its' importance in the lives of the customers.

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Chocolate Packaging Design