World Chocolate Day is celebrated every year on July 7. There is a very specific reason for this date: on July 7, 1847, in fact, the English chocolatier Joseph Fry invented what we now call bars, or chocolate bars to break and bite into.
In this article, we retrace 10 iconic examples of packaging related to the world of chocolate.
World Chocolate Day: packaging becomes identity
The first example to mention of food packaging that becomes visual identity is Toblerone, a Swiss chocolate bar whose packaging, with bright red and yellow colors, can be defined as architectural. The peculiarity of this packaging is that there is a perfect correspondence between the shape of the packaging and its content.
The second case to mention is that of Godiva, a chocolate produced by a Belgian company. With a simple but elegant design, the packaging, made of rigid and often ennobled cardboard, is a representation of luxury. The choice of a font with serif characters also contributes to this idea.
Next up is Lindt, which is characterized by its warm colors and its round or heart-shaped packaging, made of rigid cardboard. The overall idea that the brand conveys is that of quality chocolate, but at the same time accessible.
Simple and unique packaging
Speaking of simple and unique packaging, it is impossible not to mention Kinder by the confectionery company Ferrero. The white and red cardboard package, which depicts the smiling face of a child, communicates goodness and trust. It is one of the most recognizable examples of food packaging in the world.
Another distinctive packaging in the world of chocolate companies is that of Milka. Its purple wrapper with the white cow, associated with tenderness and Alpine origin, conveys the idea of sweetness. A perfect example of emotional packaging.
Ghirardelli Squares also has a strong and recognizable visual identity. The rigid cardboard box, which contains individual bags in metallic paper whose color is established based on the flavor, has a sober and refined aesthetic. This chocolate is suitable for personal consumption but also for sharing.
World Chocolate Day: the value of storytelling
The combination of packaging and storytelling has become increasingly stronger over the years: if we think of Baci Perugina, we don’t think of a simple chocolate pack, but of an emotional content. Each “bacio” (“kiss” in English) tells a message and is the bearer of an unboxing experience that can be defined as sweet and poetic.
Another chocolate that carries messages is Tony’s Chocolonely: the pack made of thick, colored and non-plasticized cardboard has bright and irregular colors. The packages tell the mission of the brand, which is the spokesperson for the fight against child labor in the cocoa supply chain.
A final significant example of narrative packaging is that of the Wonka bar, icon of the famous film “The Chocolate Factory”. It is characterized by a grotesque, dynamic and playful font, which leverages the surprise effect. Opening a Wonka chocolate bar has the same value as redeeming a prize and making a dream come true.
