Brand Society was tasked with helping Old Gold reimagine dark chocolate for a new generation; a challenge that required evolving the brand while safeguarding the rich character, heritage, and substance that Australians have loved for decades. The ambition was bold: create a new flavour that felt indulgent, unexpected, and undeniably Old Gold, while also carving out space for the brand to connect with new audiences.

The result was Espresso Affogato, a limited edition inspired by the classic Italian dessert. Bold, smooth, and layered with flavour, the product introduced a contemporary ritual for the evening unwind; a moment of indulgence that both surprised and delighted consumers while remaining anchored in Old Gold’s distinct taste profile.

As strategic design partners, Brand Society was responsible for creating a pack that translated this new indulgence into an irresistible visual experience. The challenge lay in balancing innovation with nostalgia, ensuring the flavour signalled something fresh and exciting without compromising the authority and authenticity that defines Old Gold.

The solution was rooted in the masterbrand, yet confident in introducing new visual language. Café-inspired flavour cues, layered textures, and rich tonal contrasts elevated the sense of indulgence, while the iconic chunky pip structure provided familiarity and continuity. Every element was crafted to invite discovery, evoke the sensory richness of the flavour, and secure impact on the highly competitive dark chocolate shelf.

The result is more than just a limited edition pack, it represents a crave-worthy new chapter for an Australian classic. Espresso Affogato has cemented Old Gold’s place as the country’s most loved dark indulgence brand, while also opening the door to future innovation that keeps the heritage alive, relevant, and irresistible.