Chocolates Torras, a brand with a long history in the Spanish chocolate market, has decided to offer a special range of baking ingredients that were marketed to professionals (B2B).

The challenge on this project was to achieve an attractive design that conveys the positioning “Sweet Naturalness” and at the same time communicates in a very understandable manner the use and characteristics of the product, thus facilitating differentiation between Chocogotas and Chocolate Chips.

Finally, the result is a modern and distinctive creative proposal, which stands out well on the shelf and which manages to reflect the positioning of the range as well as effectively hierarchize all relevant messages.

On the one hand:

A Kraft paper notebook as the main structural element that conveys naturalness as well as the spontaneity and fun that accompany home baking. Two sub-brands (Chocogotas and Chocolate Chips) which alternate depending on whether the product is for baking or for melting, making it easy to differentiate between the two but always maintaining coherence with the rest of the design. A grid-style structure to arrange the messages with a gestural stroke that conveys the close and dynamic character of the range. Other resources such as typographies, the small post-it with clip in the top corner or the brushstrokes of colour to reinforce the concept of recipe book, of “handmade”, so linked to naturalness and the preparation of pastries at home.

On the other hand:

A significant presence of pictograms (vegan, gluten-free, ECO certified, Stevia) to add value and communicate the specificities of each variety. A central splash of colour which conveys relevant characteristics that differentiate it from the competition: Organic Bio and Sugar Free. A still life of a finished recipe with a strong presence to enhance the didactic use of the product and for the consumer to understand what can be made. Soft coloured backgrounds with a wooden texture and illustrations of cocoa pods to reinforce the differentiation between varieties and the naturalness and quality of the product. A design that allows the range to be easily extended to other references and formats.