The Fairytale Collection

Posted on

Derrick Lin


Creative Agency: Bessermachen designstudio
Project Type: Produced, Commercial Work
Client: Konnerup
Location: Denmark / Copenhagen
Packaging Contents: Chocolate
Packaging Substrate / Materials: paper

What do Bessermachen Design Studio and Hans Christian Andersen have in common? The short answer is that we both share a passion for a great story. A great story told in words, pictures and graphics. A great story interpreted in 9 wonderful, fairy-tale bars of chocolate.

The goal
Bessermachen’s goal was to reinterpret the Hans Christian universe, giving it a totally new slant in design and chocolate. But we wanted more than that, because we wanted to make it up to date and relevant. Not because we wished in any way to interfere with a unique piece of cultural history, but because the fairy tales are just as meaningful and relevant today as when they were written. Hans Christian Andersen’s fairy tales are all about betrayal, greed, overweening ambition and love. When looked at through contemporary eyes, these themes still captivate and fascinate us.

The inspiration
We drew our inspiration for both the design and the chocolate from the fairy tales, which have so much to offer. In many respects, they represent an open book when it comes to understanding the very essence of Denmark. So this was a natural starting point when it came to merging design tradition with excellent ingredients.

The seduction
But Bessermachen also wanted to be seductive, obviously via a highly expressive packaging design. We wanted to create a premium look to match the premium chocolate, which Konnerup represents. What’s more, to put the finishing touch to this ultimate experience, the illustration on each bar of chocolate was based on a Hans Christian Andersen paper-cut, interpreted by Niels Ditlev. You see, once upon a time there was a wise man, who said: “Just living is not enough. One must have sunshine, freedom and a little flower.” Not to mention a little piece of chocolate.