Demochoco is a small-batch chocolatier that looks to the world for seasonal produce in order to incorporate the best into their truffles. The result are treats that excite the palate with flavours both familiar and unexpected. Hachisu redesigned Demochoco’s packaging for Fall 2015.
The Fall 2014 product identity, using differently coloured cacao motifs, separated Demochoco’s truffles into originals (chocolate-brown), alcoholic infusions (royal purple), other infusions (green), and a Japan Line (black and white photographs). The flavours Demochoco has developed since then have escaped categorisation. Singapurr Story, for example, is a blend of Ivoire (35%) chocolate, Honda Shiro Miso, Gula Melaka and fresh coconut shreds. These flavours are at once Southeast Asian and Japanese. Should then the label be green? Or should there be a photograph?
Also disturbing from a designer’s point of view would be how customers had to tear the sticker-seal that was also the label before they could get to the truffles. With it being unlikely that customers would finish all the truffles in one box in one sitting, this meant that customers were confronted with a torn label the next time they opened the box.
Lastly, the 5cm-wide label limited how large text could be, so the tasting notes ended up too tiny for older customers.
In order to accentuate the sense of exploration that Demochoco’s brand embodies, the Fall 2015 redesign features a sleeve that slides onto a more durable and water-resistant kraft box.
The sleeve, a tactile affair, is a prelude to the textures of the truffles. The blind-embossed logo pops out, the die-cut on the top is a window through, and RJ Paper’s Maple Bright 250gsm card itself provides another layer of texture.
Labels, pasted on the top flap of the kraft box, now have product names typeset almost twice as large as before. This made possible firstly, by stripping out of the obvious noun, “truffle”, that followed each product name. “Earl Grey Truffles” now reads, simply, “Earl Grey”. Secondly, the tasting notes are now printed separately, folded, and then inserted into a glassine sleeve that is in turn placed within the box.
Also, with categorisation having been done away with, the colours on the labels either reflect the packaging of the spirits blended into the truffle (purple for Hibiki 12, for example), or the colours of one of the ingredients blended into the truffle (olive green for Basil & Olive, for example).