PETE'S CHOCOLATE-BRANDING TOWARDS TARGET GROUPS
univeristy project: The idea behind Pete’s is that I wanted to create something new and unique. Simply the name is from the ‘English’ version of my own name. The concept behind putting the chocolate in a box is that now a days we don’t really have time to buy gifts and personalize them, thus resulting in the stickers that allows you to personally choose a message or make your own. There is a repetition of the circle motif which links back to the Pete’s logo. The continuation of the circle ties all the products together even though they may look different. The circle is a central focus point and is universal, sacred and divine and can also represent the infinite nature of energy. Each age group is represented through the circles and the colors. For the kids, the idea of making something bright and fun, by doing the dots in different sizes and colors makes it more appealing to children. When looking at the packaging for the teens, the circles are big but constant creating a fun feel that is not too childish. The colors on the teens packaging reflects the flavor of the chocolate inside, but when looking at the adult packaging the dots have been made smaller to look more elegant but still brings across the fun aspect. The reason for choosing purple is that purple has a royal and elegant feel to it as a color. With each box there is the option to place a message on the lid, this is where you get to add a personal touch to the chocolate packaging when giving it as a gift. You as a consumer wanting to give this as a gift can choose an already set message or there is an option to make your own message. Each box’s messages are related to that age group for example: The children’s messages are more basic then the adults and the teens are more fun and playful. All together the packaging creates all that the Pete’s brand represents.