NEW FORMAT FOR THE ALPINO CHOCOLATE BAR by Futurebrand for Alpino

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NEW FORMAT FOR THE ALPINO CHOCOLATE BAR

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Industry Chocolate, Bars
Media Design & Branding
Market Brazil
Agency Futurebrand
Released October 2010

Credits & Description

Category: 3D Structural Design
Advertiser: NESTLÉ
Product/Service: CHOCOLATE BAR
Agency: FUTUREBRAND SAO PAULO
Date of First Appearance: Oct 1 2010
Entrant Company: FUTUREBRAND SAO PAULO, BRAZIL
: FutureBrand Team (FutureBrand Sao Paulo)
Media placement: Chocolate Bar - Supermarket - October 1, 2010

Describe the brief from the client
To create a new bar format that reflected the premium positioning and the essence of the Alpino brand, in addition to representing the chocolate’s attributes.

Describe the challenges and key objectives
Despite having become an icon over the years, little strategic work had been done on the brand. As of 1996, Alpino had variations added to it – among them, bars. Although a sales success, the bar hardly reflected the premium positioning of Alpino, or its essence. A new format had to be developed that was aligned with the brand proposal and which represented the chocolate’s positive attributes.

Describe how you arrived at the final design
An extensive project was developed for Alpino, which began with exploratory research and ran through to the creation of a new visual identity and innovative projects – among them a new bar format.
Recognised for their unique taste and format, the individual chocolates were chosen to figure in the new bar moulds. The purpose was to bring in all the positive attributes associated with the original chocolate, reflecting the brand’s pillars – without losing the premium aspect.
Playfully, the bars illustrate eight individual Alpino chocolates melting. Each drop contains a chocolate and weighs the same as an Alpino – the brand’s historic icon.

Give some indication of how successful the outcome was in the market
With the new positioning and visual identity, the new format contributed to the consolidation of the Alpino brand on the higher-added value chocolate market. The new bars reflect the brand positioning, bringing with them all the attributes of the original Alpino chocolate.