Design: WIN Creating Images
Project Type: Produced
Client: REWE Group
Product Launch Location: Global
Packaging Contents: Chocolate
Packaging Substrate / Materials: Paper, Aluminium
Printing Process: Paper is printed on the outside and inside
How does this sound: supporting cocoa farmers in Ghana while eating chocolate? Very fair! The design concept for ‘Very Fair Schokolade’, a fair trade private label chocolate by the discounter PENNY, is all about storytelling, because there is a lot to say: Through the groundbreaking Ghanaian project `Fanteakwa´, farmers receive above living wages that protect their businesses and ensure their economical independence. At the same time, sustainable cultivation practices with local partners are not only helping farmers, but also the environment.
By using an illustrative approach, the packaging design concept visualizes the projects core idea in an easy-to-understand, playful way – while at the same time giving it a personal touch. The depiction of people on pack makes a clear statement: This is a product made by people for people. This brings the production process closer to the consumer and goes beyond simply being a ‘product’ by adding a human dimension. Through clear, emotional messaging, ‘Very Fair Schokolade’ does not only taste good, but also feeds the heart and soul.
The chocolate follows the same diagonal lines as the packaging does, making it look like the product and the packaging truly belong together.