When Malmö Chocolate Factory, an organic premium brand exclusively sold in luxury boutiques, was to expand into mainstream retail, it prompted a re-evaluation of their brand portfolio. So, they decided to exchange all 14 SKUs in luxury boutiques with a new, super-premium bean-to-bar range of 6 SKUs. With this reduced offering, Malmö Chocolate Factory was losing shelf impact. Not only did the design have to cover up for it – the move into mass retail made it crucial for the new expression to strengthen the brand’s trustworthiness as high-end.

From our point of view, premium and stand-out were essential for both the structural packaging and design – and it got us to explore the next generation premium. Through desktop research, retail observations, and competitor analysis, globally and within the Nordics, we identified overall tendencies and trends. We travelled to London for store checks and investigated the local stores in Stockholm. All of these observations led us to unlock some of the key challenges – and turn them into our advantages in the creation of the new expression;

– In luxury retail everything is premium. There are different ways of expressing exclusivity, depending on target group preferences. To stand out, we needed to stretch the premium expression to another dimension and add an experience.

– An exclusive opening ritual equals abundance of material. For the structural packaging, we wanted to create something extra. An unboxing experience for all senses; tactile and exciting. At the same time, stay true to Malmö Chocolate Factory’s organic standpoint. To succeed, we needed to work with just the materials needed to support the fragile chocolate while creating something “extra” graphically.

– Attract two types of chocolate consumers. For the chocolate connoisseur, the design isn’t crucial. The important stuff is transparency of origin, beans, cocoa%, roast, craftsmanship, etc. But for those who buy chocolate as a gift, quality, storytelling, and design expression is a huge part of the desirability. To find that balance, we needed to dress the storytelling around each flavour with a “must-have” expression.

– Create a cohesive standout to optimize shelf impact. Since the offering was going from 14 SKUs to 6 SKUs and the shelf impact was dramatically reduced, we started looking for a strong and common thread to keep the range together. Something to bind them together, while still giving each flavour its own personality. The diverse range with a mix of bean-to-bar, milk and mylk inspired us to create a storytelling about the craft and experimentation spirit behind each product. By elevating the brands recognizable stripes, we added a strong and dynamic expression to make the brand stand out with fewer SKUs.

These conclusions led us to define the next level of premium in the luxury chocolate category as an haute-couture-like, yet dopamine-happy, unwrapping experience for all senses. In the spirit of Malmö Chocolate Factory’s organic craftmanship, every detail exudes high-end and sustainable quality. The result is a showstopper – adding a glow to the whole portfolio.

Chocolate Couture
Nestled in the heart of the Swedish city Malmö is a historic chocolate factory, complete with a bricked, striped chimney that proudly stretches toward the skies. This century-old landmark holds a special place in Swedish chocolate history, dating back to 1888. After decades of silence from its once-busy machinery, two chocolate-loving brothers revived the factory in 2015, bringing back the rich aroma of roasted cocoa beans to the surrounding streets. The rebirth of Malmö Chocolate Factory marked the start of a new chapter – one filled with dreamy, organic, handmade, and wildly creative confections. Ever since, we’ve dressed these wonders in stripes as a homage to Malmö’s chocolaty landmark – the bricked and striped chimney.

Initially sold exclusively in luxury boutiques, the brand was poised to enter a new era with its foray into Swedish retail stores. This shift presented both opportunities and challenges, as it required a rethinking of the brand structure and portfolio. While expanding beyond exclusivity, Malmö Chocolate Factory also seized the chance to create an ultra-premium range – a 100% organic bean-to-bar line. This super-premium offering became the canvas for exploring what defines the next level of luxury in the world of chocolate.

The result? A dopamine-rich unwrapping experience that delights every sense. In the spirit of Malmö Chocolate Factory’s commitment to organic craftsmanship, the design celebrates sustainable luxury. The packaging is minimal yet refined, forgoing plastic in favour of a single sheet of paper – a feat of engineering that supports the fragile chocolate bar while folding into a striking asymmetric envelope. The iconic Malmö stripes are elevated as a tactile experience, with playful colours in glossy and matte finishes, accented by elegant touches of gold.

Inside, the chocolate mould continues the striped theme, while beneath it lies a hidden story: an illustrated narrative revealing the bean-to-bar journey, from sourcing to roasting and flavour experimentation. Every detail reflects the care, curiosity, and craftsmanship poured into the product.

This vibrant, couture-inspired design not only elevates Malmö Chocolate Factory’s super-premium range but also sets a new benchmark in the luxury chocolate category. By showcasing the love and labour behind each bar, this colourful expression of sustainable artistry casts a glow over the entire chocolate world.