At Lulu’s Chocolates, it all begins in remote regions of Ecuador, where colorful cacao pods grow wild in the forest. Lulu’s gourmet, organic dark chocolates are made using only raw cacao that is never roasted and conched by hand in small batches. This creates an unrivaled chocolate that is creamy in texture and offers many health benefits that traditionally-roasted chocolate lack. While updating the identity and packaging, that untamed spirit was captured through an elaborately-illustrated logo, featuring rainforest flora and an updated script logotype. New packaging was also created using foil stamping for an indulgent feel. The packaging employs a modular labeling system, making it easy to differentiate their traditional chocolates from their cannabis-infused product offerings. The updated brand creates an elevated experience that allows Lulu’s to thrive within the ultra-competitive premium chocolates category.
About Lulu’s Chocolates: Purity. Pleasure. Chocolate without compromise. Chocolate brings joy & sensuality into your life. It opens your heart, while nourishing your body. Our creations are made with Unroasted, Heirloom Ecuadorian Cacao. They are 100% organic, vegan, fair trade, kosher, paleo-friendly, soy & gluten free, and sweetened with low-glycemic coconut sugar. We love our planet & practice sustainability from our sourcing all the way to our packaging. Salud!
CREDIT
- Agency/Creative: Pavement
- Article Title: Pavement Re-Imagines All-natural Lulu’s Chocolates
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United States
- Market Region: North America
- Project Deliverables: Brand Architecture, Brand Identity, Brand Redesign, Brand Strategy, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Product Architecture, Rebranding, Research, Structural Design, Tone of Voice
- Format: Box, Sleeve
- Substrate: Pulp Paper
- Keywords: WBDS Agency Design Awards 2020/21
