TODDY ORGÂNICO by SPICE DESIGN for Toddy chocolate powder

TODDY ORGÂNICO

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Industry Chocolate
Media Design & Branding
Market Brazil
Agency SPICE DESIGN
Designer Joel Bento
Released March 2010

Credits & Description

Category: Sustainable Packaging
Advertiser: PEPSICO
Product/Service: ORGANIC CHOCOLATE POWDER
Agency: SPICE DESIGN
Date of First Appearance: Mar 10 2010
Entrant Company: SPICE DESIGN, Sao Paulo, BRAZIL
Account Director: Daniella Lima (spice Design)
Design Director: Gabriela Tischer (spice Design)
Designer: Joel Bento (spice Design)
Media placement: package label - supermarket - 10 march 2010

Describe the brief from the client
We were hired to develop the label for the first organic product of Pepsico in Brazil.
Many Organic chocolate products were launched in the Brazilian market, increasing consumer awareness about organic products and sustainability in general. The product selected by Pepsico to be the first to carry that flag was Toddy Organic.

Describe the challenges and key objectives
From the raw material to the label, Toddy Organic was designed and produced based on the commitment of the Pepsico company, "For a better tomorrow than today", which seeks to innovate in the development of convenient, tasty and fun products, creating environmental and social economic benefits in all countries where it operates.

Describe how you arrived at the final design
With a focus on the output gap, we invested in a cocoa leaves background which represents the idea of the origin of the product, nature. The cow, a "symbol of Toddy" was redesigned to be one more communicator, that the idea of sustainability is cool. With the image of chocolate movement in the facing, the intention was to emphasise that this version has the same good taste of toddy allied with sustainable attitudes and awareness about the recycling process adopted by the client, including the raw material for printing the label.

Give some indication of how successful the outcome was in the market
In presenting the packaging process and some sustainability tips in the label, the company serves as an agent of their commitment to the consumer. First commercialised only at Walmart, the company intends to expand Toddy Organic sales to other channels.