EL TESORO DARK CHOCOLATE: WILLIE'S CACAO

Credits:

Type of Entry: Packaging Design
Category: Foods
Title: WILLIE'S CACAO
Advertiser/Client: EL TESORO
Product/Service: DARK CHOCOLATE
Entrant Company: TAXI STUDIO Bristol, UNITED KINGDOM
Design/Advertising Agency: TAXI STUDIO Bristol, UNITED KINGDOM
Creative Credits
Name Company Position
Spencer Buck Taxi Studio Creative Director
Peter Horridge Peter Horridge Typographer
Details
Brief Explanation:
Increase sales and distribution in a universally declining premium food ingredients market.
Describe the brief from the client:
Willie approached us with a premium, first-to-market product in need of a clearer proposition. The packaging failed to communicate the purpose of the product while the brand identity centered around the product’s name (Venezuelan Black) limiting the potential for range extensions. Our job was to: enhance the pack graphics to reflect its price mark (£6-8); introduce a brand architecture that would allow for Willie’s pipeline innovations; succinctly communicate the purpose and use of the product on shelf (without ATL support); create an easily identifiable family feel across all SKUs.
Description of how you arrived at the final design:
Taking inspiration from samples found in and around Willie’s Cacao farm in Venezuela, we introduced authenticity, provenance and heritage to the packaging. Typographic artist Peter Horridge was commissioned to create the brandmark to reflect Willie’s flamboyant and eccentric character. While the product copy was written in the vernacular of fine wines to describe and differentiate the various products in the range, thus introducing an element of connoisseurship in the minds of consumers. Finally, we devised the strapline ‘Grate in food. Great on food' to succinctly describe how to use the product, and what to use it on.
Indication of how successful the outcome was in the market:
Following relaunch, sales increased by 12% in a declining market. Waitrose, one of the UK’s leading premium food retailers introduced Willie’s Supreme Cacao in all of its 192 outlets. (Previously only stocked in 142 stores.)