Green & Black’s reveals “indulgent” new branding and packaging

The brand has been given a new look by Bulletproof, in a bid to make “luxury” chocolate more palatable for a contemporary audience.

Bulletproof has designed new branding and packaging for chocolate brand Green & Black’s to give it a more contemporary feeling of “indulgence and luxury”.

The consultancy’s New York office completed the rebrand, after being appointed to the project in January 2016.

New range of flavours

The refreshed look has been designed for a new range of flavours, such as salted caramel, and raspberry and hazelnut. In the UK, this line has been given the name Green & Black’s Velvet Edition.

The packaging features a refreshed colour palette of different shades of blue, green, purple, pink, orange and yellow. Different flavours feature a gradient of colour across the packet, with lighter shades at the top through to darker shades at the bottom.

The palette aims to be a “more sensual take on colour”, says Bulletproof, and reflect the idea of landscapes. The new look aims to represent a mix of “nature and indulgence”, which the brand’s name is meant to signify.

A “quality seal” has also been added to the front of packaging, which is a line-drawn crest featuring the G&B initials.

Two new, all-caps typefaces have been incorporated, a sans-serif used for copy and a more classic serif used for the flavour name, and the logo. All copy is set in gold foil.

“Balance of nature and indulgence”

The new logo features this serif typeface against a charcoal grey, square background.

Photography also features bars of chocolate set against the same grey to create “cohesion” for the brand, alongside shavings of different ingredients such as caramel, almonds and raspberries.

“The packaging is an elegant balance of natural and indulgent finishes,” says Bulletproof. “The uncoated board evokes natural cues, while the foil detailing delivers a touch of elegance and refinement.”

“We needed to portray premium indulgence so that it appeals to today’s consumer,” the consultancy adds. “Luxury has moved on, but chocolate has remained rooted in the past.”

The new branding has now rolled out across all Green & Black’s products, and the refreshed packaging has rolled out across the new range of flavours. The new range has launched in the US and UK.

Green & Black’s Velvet Edition, UK range
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Comments
  • Harrison Reed September 23, 2017 at 7:38 pm

    Its a bit boring isn’t it? It looks like a pack of coloured pencils.

  • Suchada Smith September 25, 2017 at 1:27 pm

    The packaging was brilliant as it was, it felt luxurious now it looks cheap and corporate. Wrong direction.

  • Ted Norman September 25, 2017 at 2:10 pm

    Outstanding work.

    From Bulletproof that is, not Harrison Reed.

  • howard Miller September 26, 2017 at 12:02 pm

    Nice new logo, interesting background. The rest is very pedestrian though.
    Shame

  • Mac September 27, 2017 at 2:30 pm

    Looks like department store chocolate packaging from the 80s. Missed opportunity.

  • Tom Wood September 28, 2017 at 10:28 pm

    Beautiful work! Absolutely in love with this.

  • Ivan October 2, 2017 at 8:08 am

    The packaging design / graphics and the product form / flavours are all a copy of Lindt Chocolates. Nothing new or innovative.

  • Emma Tranter October 2, 2017 at 9:19 am

    It looks like Grandma Chocolate – old fashioned and a bit twee. What a shame.

  • adama diomande October 2, 2017 at 9:21 am

    Just terrible. No, No, No.

  • Arthole October 2, 2017 at 12:41 pm

    Hmmm… they look like ’80s fag packets.

  • Jeremy May October 5, 2017 at 12:10 am

    Not good work.

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