Captive allowed the freedom to repackage Lessiter’s chocolates

Captive Communication has revamped the identity and packaging for chocolatier Lessiter’s, as the company seeks to build brand awareness on the back of a more contemporary positioning.

The group, which was appointed last summer without a pitch, will also create marketing and corporate communication for the company and packaging for two new products, due to launch later this year.

According to Captive Communications creative director Michael Kaltenhauser, the revamped logo retains the brand’s 92-year-old heritage but introduces more modern typography.

The colour palette has also been updated, with more earthy tones to reflect the natural ingredients in the products.

Packaging moves away from the dark colours prevalent in the category, adds Kaltenhauser, and introduces consistency to the Lessiter’s product range.

A new strapline – a better class of chocolate since 1911 – has also been introduced. The first evidence of the group’s work rolls out in Waitrose stores this month.