Chocolates

PACKAGING
PHOTOGRAPHY
DIGITAL ASSETS

The first ingredient on some of our favourite chocolate bars, surprisingly, is sugar. The Whole Truth is on a mission to bring truth back to food and make it real again. This time around, they decided to clean up chocolate and set up their very own chocolate factory – a complete bean-to-bar facility that uses only ethically sourced cocoa and dates as the sweetener. 

The TWT chocolate factory has successfully launched a range of date-sweetened dark chocolates, date-sweetened milk chocolate and the loaded badaam chocolates. We’ve worked with them closely and helped with designing the bars, the moulds and the packaging. 

 

The first ingredient on some of our favourite chocolate bars, surprisingly, is sugar. The Whole Truth is on a mission to bring truth back to food and make it real again. This time around, they decided to clean up chocolate and set up their very own chocolate factory – a complete bean-to-bar facility that uses only ethically sourced cocoa and dates as the sweetener. 

The TWT chocolate factory has successfully launched a range of date-sweetened dark chocolates, date-sweetened milk chocolate and the loaded badaam chocolates. We’ve worked with them closely and helped with designing the bars, the moulds and the packaging, of course.  

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Dark Chocolate

TWT dark chocolate is India’s first date-sweetened dark chocolate. Made with only cocoa and dates, it’s a 100% clean chocolate. Dark chocolate is a more premium and elevated space, and we designed this range to be visually intricate and decadent looking. Each of the bar had it’s own story that was translated into detailed illustrations.

As always, the packaging had all ingredients listed upfront, along with their respective percentages.

We also had the chance to design the bar itself to be portion controlled, which became an iconic asset for the brand.

CATEGORY LEARNINGS

We started with a deep dive in the world of dark chocolates, through tasting sessions, store visits, documenting and studying bar designs as well as packaging cues in this space.

It quickly stood out that this was an indulgent category, and most chocolates were designed to look beautiful and giftable.

With focus on craft and bean-to-bar processes, most packs had detailed designs and premium print finishes.
So, in a world of premiumness and decadence, what would a 100% clean chocolate look like?

We started with a deep dive in the world of dark chocolates, through tasting sessions, store visits, documenting and studying bar designs as well as packaging cues in this space.

It quickly stood out that this was an indulgent category, and most chocolates were designed to look beautiful and giftable.

With focus on craft and bean-to-bar processes, most packs had detailled designs and premium print finishes.
 So, in a world of premiumness and decadence, what would a 100% clean chocolate look like?

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DESIGNING THE CHOCOLATE BAR

We had the opportunity to design the chocolate bar itself. Designed to address mindful indulgence, the pieces were marked for different sizes of cravings. We wanted the bar to be a delightful experience while being functional as well.

We had the opportunity to design the chocolate bar itself. Designed to address mindful indulgence, the pieces were marked for different sizes of cravings. We wanted the bar to be a delightful experience while being functional as well.

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TWT CHOCOLATE FACTORY

The Whole Truth set up their own chocolate factory with this product. We designed the identity for it as a stamp, to capture the craft and the science. The illustration of the cocoa pod signifies that only clean ingredients will ever enter this factory.

The Whole Truth set up their own chocolate factory with this product. We designed the identity for it as a stamp, to capture the craft and the science. The illustration of the cocoa pod signifies that only clean ingredients will ever enter this factory.

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PACKAGING DESIGN

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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Blue Tokai Collaboration

TWT loves coffee. So much, that they put it in everything! When it came to the dark chocolate bars, Blue Tokai’s single origin coffee beans were the perfect blend with TWT’s cocoa beans.

Since Blue Tokai is a popular brand, we wanted to leverage their brand assets in a way that really speaks to their existing loyalists, as well as maintain visual elements from the existing TWT chocolate bars.

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THE PERFECT BLEND OF
BOTH WORLDS

Every collaborative exercise starts with a thorough understanding of both brands. The brand world of Blue Tokai is distinct & iconic - the peacock mascot with the logo, vector illustrations inspired by regional art forms like Gond, Madhubani, Warli etc. We wanted to celebrate some of these iconic elements as an integral part of the pack design.

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PACKAGING DESIGN

As is the system for all brand collabs, the Truth statement highlighted the brand within it, along with an ode to the coffee chocolate bar. 


For this illustration, we brought in elements typically associated with the Blue Tokai brand, such as their iconic colour & peacock mascot, and re-interpreted them in the TWT illustration style.

Some elements were gold foiled, along with the Blue Tokai logo to add premiumness to the pack.

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Milk Chocolate

This was the next product range from the TWT Chocolate Factory after the dark chocolates. Sweetened only with dates and no added sugar, the milk chocolates aimed to be the first 100% clean alternative in the Indian market.

This category was more retail-focused, reaching the larger mass audience for the first time, and the design choices for this range were heavily informed by the category norms. However this didn't work. While the design ticked all the boxes meant to make it a commercial success, it didn't match the brand identity and didn’t resonate with the audience. So we took the consumer feedback into consideration and redesigned it.

Since they’re 100% clean and absolutely yummy looking, we designed the nut butter packaging to display the texture of the product within. As an indulgent snacking category, the photography for these also focused on the yumminess. 

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PACKAGING DESIGN

This chocolate bar followed the same concept as Dark Chocolate, as it had become an iconic asset for the brand. And so, for the first time, the pack was designed to play up the bar and it’s creaminess through visuals of milk drops and splashes.

The voice of the brand was scaled back on this pack switching out the TWT line for more focus on the word ‘Milky’. The design moved to be more direct and less layered than the dark chocolates.

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

We came back to the signature of the brand – using hand drawn type, cueing indulgence through subtle wavy shapes as opposed to the prominent milk wave and splashes before. We also featured ingredient inspired illustrations on the front of the pack to further increase the focus on the 100% clean ingredients - the way it’s always been.

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Badaam Chocolate

Badaam Chocolate

After successful launches of the date-sweetened dark and milk chocolates, the TWT chocolate factory wanted to make a foray into the countline chocolate category. Put simply, a countline is the industry term for a bar that’s on the counter and is a ‘see it, buy it’ purchase.

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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THE PRODUCT

THE PRODUCT

The Badaaaam bar is a chunky date-sweetened bar of chocolate that’s full of nuts or a 6-almond healthy snack. One of the few of its kind in a category that’s driven by impulse.

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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BREAKING THE MOULD

We went through several iterations for the bar design itself. The idea behind this was to make it stand out in the category and stay true to the brand. 

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FINAL IDEA

FINAL IDEA

After several explorations of designs and shapes, an idea we all resonated with was to bring the nuts front and centre and design the chocolate around it. We collaborated with the TWT team to come up with a design for the mould that would complement the idea for the bar. 

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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CATEGORY NORMS FOR PACKAGING

We studied the market for the existing brands to understand what their products looked like and how we could stand out on the shelf. Single consumption chocolates are all about fun and instant excitement and our research revealed that the name, colors and the packaging did most of the heavy lifting. 

The names were evocative and denoted either the size of the bar or the experience of munching into it. While the packaging was enticing with loud type, metallic finishes and delicious-looking bars on the front of pack.

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NAMING THE BAR

NAMING THE BAR

Keeping up with category norms, the idea for the TWT bar’s name was directly inspired by the bar itself. After shortlisting a few names we decided that the best way to name the product would be to base it on the hero ingredient of the product - the almonds. Hence, the name Badaaaam (read: Ba-daaamn!).

The name is a pun with a fun ring to it and an exaggeration of the bar. This also opens the possibility of expanding the range to include bars with other nuts as hero ingredients.

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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PACKAGING DESIGN

TYPOGRAPHY

A typography-led approach was a good fit for the category as well as the name shortlisted for the bar. The type treatment needed to be layered, detailed and out of the ordinary. To bring the focus onto the almonds and the name inspired by it, it also needed to have depth and personality.

To create typography that balanced whimsy and logic needed for this brief, we collaborated with Kaashvi, a type designer. The result was a dynamic type inspired by the TWT font ‘Obviously’ that captured the name in all its onomatopoeic brilliance. 

PHOTOGRAPHY ON PACK

Imagery plays a big part when it comes to chocolate which needs to look appetizing, indulgent and playful. The shots of the Badaaaam bar are ingredient focused, show the tactility (nutty/chunky texture) of the product and bring out the quick snack element of it. 

We shot the product image to show the brand's selling point, lots of almonds showing on top.

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METALLIC WRAPPER

We wanted the wrapper to be metallic as well but in a manner that aided the design as opposed to being the centre of it. The metallic treatment was used as a highlight for a few TWT products but this was the first time we used it as one of the main features. We wanted to lean in to the category codes of how tactile / eye catching a product could look on the shelf - bringing in textures / metallic effect helped the packaging belong on the retail shelf.

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Diwali Gift Box

Badaam Chocolate

TWT curated a gift box for Diwali with some of their chocolate products. But this time around they also surprised everyone some never-seen, never-tasted-before cookies.

This Diwali gift box was designed to be fun and festive, with detailed ingredient illustrations gold foiled on the box. The visuals complemented the chocolate pack designs, while the copy was crafted to be on brand and wholesome.
 

We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.

To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.

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PROJECT CREDITS:
DARK CHOCOLATE

PROJECT CREDITS

Strategy & Creative Director
Anushka Sani

Lead Designer
Jyothi

Design & Copy
Ganesh More
Niyati Mehta
Tabitha D'Souza
Aishwarya Prabhala

Project Management
Aditi Rao
Aroushka D’Mello

Project Operations
Luigson Fernandes
Arjun Singh

PHOTOGRAPHY CREDITS:
DARK CHOCOLATE

PHOTOGRAPHY & FILM CREDITS

Creative Director
Anushka Sani

Photography
Assad Dadan

Photography Styling
Ria Panjabi

Moodboards & Art Direction
Harshita Borah

Post Production
Final Visuals

Project Management
Aditi Rao
Nishita Mohta

Aroushka D’Mello

Creative Team
Jyothi Iyer
Niyati Mehta
Tabitha D'Souza

Project Operations
Luigson Fernandes
Arjun Singh

PROJECT CREDITS:
MILK CHOCOLATE

PROJECT CREDITS

Strategy & Creative Director
Anushka Sani

Lead Designer
Jyothi

Design & Copy
Hridaya Shah
Niyati Mehta

Project Management
Aditi Rao

Project Operations
Luigson Fernandes
Arjun Singh

Photography & Styling
The Whole Truth Team

PROJECT CREDITS:
BADAAM CHOCOLATE

PROJECT CREDITS

Strategy & Creative Director
Anushka Sani

Lead Designer
Jyothi

Design & Copy
Niyati Mehta

Type Design
Kaashvi Kothari

Photography & Retouching
Assad Dadan

Project Management

Aditi Rao

Project Operations
Luigson Fernandes
Arjun Singh

PROJECT CREDITS:
DIWALI GIFT BOX

PROJECT CREDITS

Strategy & Creative Director
Anushka Sani

Lead Designer
Jyothi

Design & Copy
Aayushi Kapadia
Ganesh More
Shreya Chhajed

Project Management
Aditi Rao

Project Operations
Luigson Fernandes
Arjun Singh

Photography
Khanjana Mistry and
The Whole Truth Team

Building Brands with Purpose

Building Brands with Purpose

© 2021 Thought Over Design

© 2021 Thought Over Design