Salzburg Chocolate Werks (Concept)



Designer: Ning Li
Project Type: Concept
Location: New York, USA
Packaging Contents: Chocolate
Packaging Substrate / Materials: Wood, Paper
Printing Process: Gold foil, Embossing

The shape and form were inspired by the Wiener Werkstatte artists of Vienna Secession Movement: Egon Schiele. He was well-known by his drawing style: the distorted and disjointed human body figures. Hence, I borrowed this concept and created the similar style: seemingly unbalanced and distorted shape, but meanwhile, they group in harmony and could nest peacefully in a hexagon shaped box.

Salzburg Chocolate Werks is a special edition that is designed for celebrating the 100th year anniversary. The design brief of this project is to achieve the luxury and elegant chocolate packaging based on our assigned Wiener Werkstatte artists from the Vienna Secession movement. The shape of the chocolate box is inspired by the style from Egon Schiele, whose portrait is known for its disjointed and tortured figure.

The three flavor chocolate gift set packaging allows users to select any three chocolate flavors and packaged into the box. The holes of the box gives the audience a confident feeling of the products without unwrapping it and also create a personal identity as it appears the colors differently. The special shape of chocolate packaging can be displayed on shelf straightly and unlimitedly.

Basswood was used for lid and structure bases and was wrapped by papers. The primary packaging was folded through one piece of paper, and then applied the gold foil stamped and embossed.

After researched the current chocolate markets and packaging designs, I found out that chocolate is an inspiring food for many creative projects, many packagings were hence focused on this idea and endeavored on designing the wrap’s graphics. However, the chocolate packaging should also inspire users in a more crazy way by its distinct form and shape that created an opportunity for my design.

I want to create an odd but balanced shape packaging as a representative of the Egon Schiele style. But it was hard to develop such distorted shape and form as they usually couldn’t stand up steadily or be folded through one piece of paper. So I started with a single shape: hexagon, and subtly carved the surface to create the packaging form. The outcomes surprised me that the function of the packagings can be displayed in multiple ways, which is a benefit for gift set packaging.