Just in time for Easter this Private Brand packaging for English retailer Tesco extends their venture brand Chokablok into the candy category. The designs by London design agency Mayday continue the brand tone and language from the ice cream packs. Mayday also created the naming for each of the varieties – Starstruck Supernova egg, The Rocky Road of Love egg, The Chocolate Extremist egg and Billionaires Dynamite egg, which give the brand a quirky modern feel that is fun and foodie as well as indulgent and witty.
Mayday originally developed the brand name, brand identity, packaging design and structural design for ChokaBlok ice cream for supermarket giant Tesco, and is now using packaging design strategically to extended the brand into new territories. The brand had seen sales of £1.5m by October and is on track to double the forecasted sales targets in its first year to market.
The designs use blocks of type and bold colors that reinforce the brand’s chunky credentials, and a clear product window reveals the generously topped eggs to underline the proposition that they are crammed chok-full of tasty ingredients.
Mayday’s Barry Gillibrand says – ‘The design of this new brand extension continues to build a very clear proposition for ChokaBlok with a design that reinforces the brand equity by featuring the product as hero and using contemporary bold colors that have really great stand out in the noisy graphic clutter of the Easter chocolate gifting sector.