Working with Choko la is one of those times wherein we have an opportunity to build further on a brand as established as theirs. We not only revamped their in-store look and feel but gave a new lease of life to their digital collaterals. Choko la, a premium chocolate boutique chain, is synonymous with celebrations. The ethos of the brand is people coming together to celebrate over chocolates. As a brand, they believe in sending smiles packed in boxes. All of these values need to reflect in their collaterals at all times.
For our research, we looked at international chocolate brands which resonated with Choko la’s essence of creating handcrafted chocolates with exquisite flavours. Based on our findings, we devised a colour scheme and design. They began the Shake Off The Heat campaign in May to launch their new Mango range through a promotional event at their outlet at Cyber Hub, Gurugram. We designed leaflets, posters, newsletters, and standees for the same.
They were also a part of the TFWA Conference in Singapore, for which we designed brochures and catalogues. Currently, we are working on the digital and in-store collaterals for their launch of their Diwali range.
Elements that played a vital role in this process were lighting, colours, and text, all of which needed to instigate emotions of happiness and love. Chocolate is usually promoted in a very robust light. However, we chose to incorporate High Key Lighting to bring out the feminine and divine side of their products. Choko la’s cardinal colour, Vivid Tangelo, was a mandatory inclusion for every design. We took the Compositing Approach, wherein we combine two or more images to make a single picture. Additionally, to let the product be the cynosure, we use very little or sometimes no text. There’s also a significant use of Mandalas which is their signature insignia.
Throughout all of the campaigns, the crucial course of action has remained drawing focus to the actual product while embodying the theme of the brand, which we shall continue to follow in times to come.