BOX BUNNY by Air Brussels for LAURENT GERBAUD

BOX BUNNY

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Industry Chocolate
Media Design & Branding
Market Belgium
Agency Air Brussels
Creative Director G. Ginterdaele, M-L. Cliquennois
Art Director Marie-Laure Cliquennois - Marine Vincent
Released March 2010

Credits & Description

Category: Food Products
Advertiser: LAURENT GERBAUD
Product/Service: CHOCOLATES
Agency: AIR
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: AIR, Brussels, BELGIUM
Creative Director: G. Ginterdaele (Air)
Creative Director: M-L. Cliquennois (Air)
Art Director: Marine Vincent (Air)
Graphist: Pierre Jadot
Photographers: Filip Vanzieleghem
Media placement: 3D Chocolate Eastern Rabbit Puzzle - Food & Design Shops - 26/03/2010 / 23/04/2010

Describe the challenges and key objectives
We had to find an idea for a chocolate product for Easter that was different. Something easy to implement, easy to pack, easy to stock, easy to transport and easy to share. Something you want to have, a bit of tradition but something special. Our mission was to take care of the beauty and the practical side, that of Laurent was to take care of the taste.

Describe the brief from the client
The client, Laurent Gerbaud, chocolate creator in Brussels - Belgium, the land of chocolate, asked us to find an idea for a new product for Easter. All Gerbaud’s products are made with quality dark and milk chocolate, simple but so delicious.

Describe how you arrived at the final design
We mixed up the basic concept of chocolate in the collective mind: the chocolate slab (practical, easy to share, not fragile) and the traditional chocolate characters (fun, nice to look at, that people want to give as gifts). We added to that a revival of our inner child and Easter traditions and the Box Bunny was born. The bunny can be created to suit our own preferences, all dark, all milk or a mix of the different body parts: 95g of quality chocolate for a reasonable 14.5 euro. An edible design gift that can be given away or kept for yourself, enjoyed or admired.

Give some indication of how successful the outcome was in the market
Box Bunny is a new born as I write these words, Easter is in 10 days and Box Bunny has been on the market for 4. But it’s a promising challenger, 88 Box Bunnies have already been sold in Laurent Gerbaud’s mother store. And 1000 more have been distributed to design shops in Brussels. Belgian newspapers praised the new character. And Laurent Gerbaud asked us to find more new product ideas.