We designed the packaging for the launch of the first 1Kg chocolate in Argentina.
Client
Cofler Block, Arcor Group
Industry
Chocolates
Services
Packaging design, visual key, POP.
Brief
Block, the leading peanut chocolate brand in Argentina, introduces a one-kilogram chocolate tablet to the market, an unprecedented offering category in the country. The goal was to create a chocolate meant for sharing with friends or family, especially for dessert occasions.
Insight
Block is the favorite peanut chocolate brand for consumers. Its success is built on a satisfying ‘bite’ and the perfect balance of peanuts and chocolate. The tone of the brand has always been irreverent, evolving over the years to larger-sized offerings focused on shared consumption occasions, and emphasizing the enjoyment of chocolate with friends or family. Blockazo takes this proposition to the maximum, as it is a chocolate that can be shared by up to 30 people.
CHALLEGE
Developing a visual identity that allows us to convey not only the irreverent tone of the brand but also its indulgence, and above all, the monumentality and uniqueness of the launch, as a product like this had never been created in Argentina before. The design needed to make an impact and stand out on the shelf, requiring a disruptive concept that matched this novelty.
IDEA
The largest chocolate engineering masterpiece of all time. Based on the concept of mega-constructions combined with the idea of Gulliver’s travels, we brought this creative idea to life. The design reflects the moment of the construction of this monument to chocolate with peanuts. Leveraging the chromatic codes of the construction machinery (Caterpillar), we kept the yellow and replaced the black with brown. To this, with the collaboration of the illustrator Fernando Rodriguez, we added all the logic of construction works: cranes, excavators, and workers deployed on the very distinctive mold of a 1-kilogram chocolate.
RESUME
Block, the most popular and successful peanut chocolate brand in Argentina, introduces the first and only 1kg chocolate designed for sharing. For the packaging design, we focused on the product’s scale (monumental) and developed the concept of a mega construction with a nod to Gulliver’s Travels (Tiny workers toiling on the monstrous chocolate structure). Thus, BLOCKAZO was born: a monument to peanut chocolate. The concept becomes the brand’s visual key and the foundation for all communication. This design is applied to point-of-sale, POP materials, and installations, and due to its success and impact, it eventually extends to the entire brand portfolio.