Context & Challenge
In the fiercely competitive Austrian dark chocolate market, Suchard, a local gem under Mondelez’s banner, has looked to stand its ground against global giants like Lindt and local rivals. Yet, despite its history as one of the pioneers in the chocolate world & while its dark chocolate consistently triumphed in blind taste tests, its packaging lacked the distinctive flair and failed to resonate with consumers. New customers were unmoved, and even loyal Suchard buyers felt only a faint emotional connection. The brand’s two centuries of heritage and its reputation as a premium dark chocolate specialist appeared to have been lost over time.

The Strategy
In response to this, we embarked on a rebranding challenge, crafting a new visual identity to rekindle the bond with current customers, entice new ones, and revive the brand’s rich heritage.
When Philippe Suchard founded the brand in 1826, his visionary mission was to make high-quality chocolate, once a luxury for the elite, an accessible and affordable delight for all. He was inspired by the transformative power a small taste of luxury could have on the lives of everyday people. We’ve cherished this timeless idea, and it now beats at the very heart of our redesign – ‘moments of joy.’

Design
The outcome is a fresh, modern identity that pays homage to the brand’s legacy and craftsmanship. With a packaging overhaul that tantalizes the taste buds and invites you into an authentic ‘for me moment.’

We created a single- minded mast head paying homage to the brand’s legacy and craftsmanship, in the background of which we re-drew a significant piece of historic Suchard ephemera from their archive and placed it centre stage to reconnect the product with the brands rich history.
As part of Mondelez’ commitment to sustainability there could be no hot foil used on pack, so we needed to work harder to deliver a premium look and feel. We’ve employed colour, new typography, and print finish to weave a compelling brand narrative onto the pack with meticulously crafted new brand assets to ensure it stands out on the shelves, as a beacon of exquisite dark chocolate in a sea of competitors.