Creative Agency: Design Bridge
Project Type: Produced, Commercial Work
Packaging Content: Chocolate
Location: the Netherlands
DESIGN BRIDGE capturing the essence of Côte d’Or chocolate.
Working with international brand design agency Design Bridge, Côte d’Or unveiled package designs for the entire portfolio that capture the essence of the brand. Key foundation strategic work (including sharpened brand positioning, big idea and creative strategy) has been defined over the last year or so, which has inspired and informed the journey now complete on shelf.
Design Bridge’s work takes the Mondelez-owned chocolate brand, it’s authentic brand story since 1883, back to its essence to express intense pleasure across the entire portfolio. When your brand idea is untamed, unadulterated pleasure, unleashing it is a clear opportunity to enhance the brand experience.
“For each product range, we wanted to create sensorial stories that would capture the emotional truth – more than just the taste, we wanted it to amplify how it feels to experience intense pleasure. You ‘just get it’.” said Claire Parker, the Executive Creative Director of Design Bridge Amsterdam.
Equity-building shelf impact
The Côte d’Or Fruit range hits the shelves this month coinciding with the new TVC on screen. This range completes the sensory journey for the portfolio of seven beautifully crafted ranges. Each range brings to life raw pleasure for Côte d’Or in it’s own unique way yet comes together to create powerful on-shelf impact setting the standing in a surprising staid supermarket category in Belgium, France and the Netherlands.
“The Côte d’Or brand has a unique product story rooted in it’s African origins, but there was a clear opportunity to tell that story and deepen the emotional connection that existing consumers have with the brand. With this re-design, as well as speaking to the emotional truth, we have unlocked the power of equities seen in the emotional connection to Côte d’Or elephant. In doing just that we have also reached out to appeal to new shoppers.” said Guillaume Brochen, Category Director, Chocolate, Western Europe.