Orion ChocoPie is an iconic global confectionery brand known for its soft cake layers, creamy filling, and rich chocolate coating. A timeless favourite, it blends nostalgia with mass appeal across markets.

Our design approach focused on strengthening the brand’s packaging system while fully preserving its established identity. The ChocoPie logo and core brand elements were retained in their original form and treated as hero assets to ensure continuity and instant shelf recognition. Emphasis was placed on improving layout clarity, visual hierarchy, and overall shelf presence through refined composition and structured information design.

Building on this foundation, we developed a scalable packaging architecture that could seamlessly extend across flavours. The original Chocolate variant remained rooted in deep reds and rich browns to signify indulgence and heritage. For Mango, we introduced vibrant yellows paired with juicy fruit visuals to convey freshness and tropical sweetness. Strawberry was expressed through lively pink and red tones, supported by appetizing fruit graphics that highlighted its flavour profile. Each variant followed a consistent master layout while leveraging distinct colour systems and ingredient-led imagery for clear differentiation.

In addition, we designed special-edition packs for limited-time offers and festive periods. These editions incorporated celebratory cues such as metallic accents, seasonal patterns, and occasion-driven graphics while staying aligned with the core brand language. The outcome was a cohesive yet dynamic packaging system that reinforced Orion ChocoPie’s iconic status while keeping the brand fresh, relevant, and engaging for consumers.