Goupie Confectionery

Landed creative agency were approached by Simpson’s of Hawkhurst, the confectionery manufacturer, to modernise the product packaging for their artisanal confectionery brand ‘Goupie’.

We created a striking new brand identity with strong shelf impact. The descriptive brand statement clearly conveys that these are not just any chocolate confection.
 The typography suite was carefully selected for its rough characteristics, helping to reinforce that Goupie is a handmade confection with each piece being individual.

To build on the practical appeal of their existing ‘takeaway’ style Kraft boxes, we created a distinctive trapezoidal carton, echoing their unique, hand-cut triangle shaped chocolates, and adorned with a unique triangular print in Goupie’s brand purple. Retail partners can utilise the variety of display options with the unusual bi-directional cartons.

The resulting dynamic packaging really differentiates it from competitors. While being rigid enough to withstand the retail environment, it comes flat packed to allow for easy storage. With one generic carton and multiple flavour sleeves it provides the perfect cost effective and future proof solution.

The new packaging communicates Goupie’s core brand values, with their ethos being to produce a tasty, affordable but indulgent confection. The beautifully crafted packaging is printed in CMYK, without any fancy print finishes, value-engineered to maintain a greater retailer margin. It is also fully recyclable, reflecting Goupie’s commitment to sustainability across the business.