Purdys Chocolate Bar Wrap

Creative direction and design execution for the redesign of the entire chocolate bar wrap category (45+ SKUs). With generations of tradition and heritage behind the brand, this new design system was a significant step into a more modern style of packaging design and illustration. The result is a cohesive collection and visually engaging packaging

The main focus of the design was to visually categorize the different subcategories and flavours so that customers could make their choice and select the desired product with ease. The design system needed to be scalable and have enough elasticity to be used in other packaging and product formats. 

This new design system was such a joy to work with and made the process of developing new bar packaging seamless. It has a good balance of structure, direction, and freedom with illustration. Colour plays a key role in differentiating products, and the review of the previous palette and implementation of updates has aided in highlighting individual flavour.

Other key design considerations:

• Seeing the product – Gathering from customer feedback,  “seeing” the product was important and something that was missing in the previous packaging.
• Minimizing packaging waste – The material was transitioned  to a clear plastic stock which allows the packaging to be recyclable in applicable facilities. The previous packaging used metallic material that unfortunately was not recyclable.
• In-shop appearance – In the previous format, the name of the product ran the long edge meaning that when it was displayed vertically in the shop’s ‘cravings’ unit, the product name was often cut off or obscured.

^{Designs and illustrations completed whilst working in-house at Purdys Chocolatier. Photos sourced from and remain the copyright of Purdys Chocolatier.}