Case Study

Kandia / The pure pleasure of the real chocolate

Package design Package design Package design

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Context
In 2010, Kandia enlarges its product portfolio by means of launching new assortments of cream filled tablets,
pralines and bars, all of which are produced from dark chocolate based on a pure cacao butter recipe holding
on the soft chocolate melting.

The need of pointing out the new dark chocolate product variety drove a package redesign for entire Kandia
portfolio.

Solution
The new package design concept goes back to the fundamental chocolate consumption motivation – the pure
pleasure – and the visual territory is exclusively made up of chromatic elements inherent to the category, all
being displayed in a fluid and feminine shaped graphic manner.

The package design solution speaks about the intense taste indulgence, about the flavors richness and the
chocolate’s soft melting as a result of its pure cacao butter based recipe. The new package design harmonized
initial brand’s portfolio with the newly introduced tablets, pralines and chocolate bars SKUs.

Packaging graphic system was conceived so as to facilitate the

differentiation on two levels – first between the two ranges of
chocolate (dark and milk), and second between every range SKUs.
Taking into consideration the necessity of preserving portfolio
coherency across al SKUs shapes, the graphic system solution is
Janos Kurko
created based on color codes. Creative Director

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Follow-up
The in-store brand activation concept had as main objective strengthening the association of Kandia with the
dark chocolate and to communicate the package design change. So as to generate a high level of trial for new
Kandia assortments (dark chocolate with coffee filling and dark chocolate with lime filling), the trade
communication program resided in both POSMs activities and sampling activities within super/hypermarkets.

For communication effectiveness purposes, BrandTailors consultants decided to create a trade activation
solution in a manner so to express the emotional role the brand plays in feminine consumers’ lives. The trade
launching campaign capitalizes a chocolate ribbon visual symbol, as a graphic expression of the fact Kandia
chocolate is the daily treat women prefer.

Contribution
Brand audit - Andreea Florea, Janos Kurko
Creative concept - Janos Kurko
Package design - Janos Kurko, Melania Nemeș
Image retouching and printing pre-production - Mihai Părpălea
Project management - Anca Andronescu, Cristina Ionescu

Project implementation started in August 2010.

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