My goal was to take a somewhat pretentious dessert and make it a little more friendly, while still keeping a sophistication about the product. I created hand-drawn illustrations to be more approachable, but I used glass packaging to differentiate the dessert series from other competitors and to hold onto a sense of tradition and refinement in Trader Joe’s brand values.
I wanted to make the inside of the jar fun and quirky! As you eat your chocolate covered almonds, a quote is revealed justifying why eating chocolate is a beautiful thing: “Chocolate comes from cocoa. Which comes from a tree. That makes it a plant. Therefore, chocolate is salad.”