Tesco Extends Chokablok To Candy

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.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.