Hush Chocolate Boasts Relaxing Patterns in Pastel Hues
Rebecca Byers — January 20, 2016 — Marketing
References: retaildesignblog.net
This delicate example of chocolate bar branding speaks to a measured approach to marketing confectionery products that aims to reposition the item as more benevolent. In playing up relaxing meditative imagery, the branding for Hush Chocolate feels more like an artisan food product than an indulgent treat with questionable repercussions health-wise.
Buoyed by the mantra 'escape the noise' that celebrates well-being and happiness, the first four bars available from Hush Chocolate take inspiration from around the globe; Milk Orange & Cardamom, Dark Raspberry, Milk Rose and Dark Hazelnut & Sea Salt. Each bar is designed to tell its own narrative.
The Hush brand started out as a women's fashion range in 2003, but quickly evolved to encompass homeware and accessories.
Buoyed by the mantra 'escape the noise' that celebrates well-being and happiness, the first four bars available from Hush Chocolate take inspiration from around the globe; Milk Orange & Cardamom, Dark Raspberry, Milk Rose and Dark Hazelnut & Sea Salt. Each bar is designed to tell its own narrative.
The Hush brand started out as a women's fashion range in 2003, but quickly evolved to encompass homeware and accessories.
Trend Themes
1. MEDITATIVE CHOCOLATE BRANDING - Opportunity for brands to incorporate calming and relaxing imagery into their packaging to position their products as more wholesome and wellness-oriented.
2. GLOBAL INSPIRED FLAVORS - Brands can explore unique and exotic flavor combinations from around the world to create a sense of adventure and intrigue in the chocolate industry.
3. NARRATIVE-BASED DESIGN - Designers can create storytelling elements in their packaging to offer a more engaging and immersive experience for consumers.
Industry Implications
1. CHOCOLATE CONFECTIONERY - Opportunity for the chocolate industry to reposition itself as a wellness product by using mindful branding and promoting flavors with health benefits.
2. FOOD PACKAGING - Incorporating relaxing and meditative patterns in food packaging design can appeal to consumers seeking calmness and well-being in their purchase decisions.
3. LUXURY CONSUMER GOODS - Luxury brands can leverage narrative-based design and globally-inspired flavors to elevate their products and create a more immersive and exclusive experience for consumers.
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