Rescue packaging for confused chocolate brand

Brandopus has given luxury chocolate range Dr Indulgence emergency resuscitation, after its previous incarnation under the brand name ‘Pharmacy’ was pulled from the shelves.

The client – Chocolate on Chocolate – will relaunch its medicinally inspired Dr Indulgence collection later this month, following branding issues with the name Pharmacy. In May, Chocolate on Chocolate was forced to pull the range from the shelves after a complaint from the Royal Pharmaceutical Society pointed out that only registered pharmacists can operate under that description.

Brandopus was given just two months to overhaul the brand identity, with a brief to drive home the message of ‘chocolate medicine’, while elevating the quality cues of the product.

Brandopus managing partner Nir Wegrzyn says, ‘Coming up with the new Dr Indulgence brand name gave us a great opportunity to move the packaging ahead. We wanted to make it more premium and more indulgent, and clarify the positioning to make the joke clear to consumers.’

Quirky prescription-style packaging combined with sleek luxury makes strong visual references to chocolate’s ‘restorative’ qualities. Making people smile was of great importance, according to Wegrzyn.

The range, which includes The Chocolate First Aid Kit, Mini Emergency chocolate bars, and Seven Day Prescriptions, will be available across the UK from Waitrose, John Lewis and Fenwick.

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