Tuohy was appointed to the project by Rosey Blackmore, director of Tate Enterprises, following an Olympics-based project for the organisation last summer.
The packs are based on a poster design of London landmarks that Tuohy created as part of a merchandise range for Tate Enterprises in 2012, in the run up to the London Olympic Games.
Tuohy says, ‘The idea was to have a patchwork-type design that would reflect the architecture around the Southbank, with buildings like the Tate Britain, Tate Modern and St Pauls.’
The colour palette looks to reflect the flavour variants, using a limited range of colours to create a simple, clean look for the shop displays, according to Tuohy.
There are six flavours in the range – dark chocolate, dark chilli, milk, white, white lime and milk, orange and geranium.
‘As all the bars were going to be displayed together it was important to use a simplified two-colour palette’, he says.
‘At point-of-sale it needed to look cohesive, so we restricted each pack to two colours. We used things like blue for milk chocolate, as if you look at other [chocolates] there’s roughly a colour code, so people will have that recognition.’
The Chocotate bars will go on sale next month.