The Challenge The confectionery aisle is crowded, with over 1,000 options fighting for attention through vibrant clamor and excessive imagery. Our challenge was to launch 98%—a brand focused on healthy, pure ingredients—and make it stand out not by shouting louder, but by speaking clearly. We needed to visually communicate that this is chocolate sans the guilt, transforming a “healthy alternative” into a highly desirable indulgence.

The Concept: Unapologetic Purity The name “98%” isn’t just a label; it is a bold statement of composition. We built the brand identity around the concept of transparency and substance. We moved away from the conventional cues of the category (swirls, splashes, and rustic textures) to create a design-centric sales approach where the visual appeal is as potent as the health benefits.

The Design Solution In a market saturated with noise, we chose silence. We adopted a typography-first approach, treating the typeface as the primary visual differentiator. The “98%” wordmark becomes the undeniable hero of the packaging—large, confident, and architectural.

To ensure shelf disruption, we utilized a research-based color theory, selecting a strict dual-tone palette for each SKU. This minimal, high-contrast system does two things: it specifically reflects the flavor profile of the bar, and it cuts through the visual clutter of the retail environment. By stripping away the non-essential, we created a packaging system that feels premium, modern, and instantly recognizable.