In 2020 Manufacture Belge de Chocolats (MBC) contacted DesignRepublic with a daring briefing: create a brand from scratch that is stylish, young, different and sustainable. MBC is a big player in the Belgian chocolate market: they own a 20.000m2 production site in Brussels where since 1921 quality chocolates are produced. Their main partner is Godiva Chocolatier, a global leader in premium, artisanal chocolate.
The solution provided by DesignRepublic was bold: let’s create a statement brand with a mission. Instead of negative statements used on certain categories of products (‘smoking kills’), we decided to look at the bright side and make a positive statement and a powerful CSR message: ’these chocolates are sooooooo good for the planet, cocoa farmers and children’. The brand collaborates with Cocoa Horizons to ensure that all cocoa is ethically and sustainably sourced. We gave the brand the following mission: ‘we are here to help you express love and show kindness.
The pastel colors used are a-typical for a chocolate range. Like this a maximal shelf impact is guaranteed. On the cover we used clear images of the chocolates that are within the box to achieve a ‘what you see is what you get result’. Shelf impact and clear communication are key elements in the travel retail sector where consumers take their decisions in a split second and the available choice is huge.
Rosalie’s is specially created for travel retail. During spring 2022 our chocolate design ‘Rosalie’s’ appeared in airports all over Europe due to the collaboration with WHSmith.
- Agency/Creative: DesignRepublic
- Article Title: Statement Brand Rosalie’s Created by DesignRepublic for MBC
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Belgium
- Agency/Creative City: Brussels
- Market Region: Global
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Naming, Packaging Design
- Format: Box
- Substrate: Pulp Paper
- Industry: Food/Beverage
- Keywords: Chocolates, Sustainable, Statement brand
Creative Director: Murtaza Teke