5 STEPS TO DESIGN YOUR CHOCOLATE CANDY PACKAGING - Albanese Case Study

CASE STUDY ON PRODUCT LINE EXTENSION FOR ALBANESE



ABOUT ALBANESE

What is almost as fun as eating candy is designing candy packaging. Specifically, candy packaging for one of my favorite brands, the All-American family run business, Albanese. I must admit, I have a candy crush on Albanese. Their world-famous gummy bears are my favorite. With little A’s on their bellies you can scoop until your heart’s content from Sprouts’ bulk bins or buy up boxes in the CVS and Target candy aisles. In addition to these colorful confections, they hand make chocolates at their factory.


THE PROBLEM

Albanese, whose brand is usually delightful and vibrant, were soured on their chocolate candy packaging. It did not communicate their fun family values or express the story of who they were. Their goals were to uplevel their packaging artwork for this product line extension - keeping it familiar but also more sophisticated.


THE SOLUTION

My company, Pearl Resourcing, provided comprehensive brand extension consulting and design services to create a rich, bold and recognizable addition to the Albanese proud product line. Below you can learn our 5-step process for successfully creating giftable candy packaging.





1. GROWTH STRATEGY

Making these decisions always involves not just a sense of style, but a larger overarching perspective of the business, their customer needs, and the goal of this product in meeting those needs. When designing we always take into consideration what will help a customer grow and sell their product better. In the case of Albanese we knew we wanted to create an extension that echoed their All-American company ethos: simple and honest chocolates.


2. BRANDING

We looked at the brand and analyzed who their target customer was, the visual elements they were familiar with from the gummy line and discussed the differences. The product line extension still needed to be recognizable yet elevated. Handmade chocolates embody gravitas and elegance compared to the fun, bouncy and colorful gummy bears.



3. PACKAGING ARTWORK

A great deal of thought and intention went into designing this giftable product. Elements like color, print finishes, labeling or callouts, intended placement, interior and exterior inclusions all needed to be coordinated to maximize the visual impact. We altered the bright primary color palette that aligned with the Albanese brand and re imagined it in jewel tones for the chocolate line. Adding a hash pattern with a UV spot gave the packaging dimension and visual texture. It finally looked like a luxury product.


4. STRUCTURAL DESIGN

Factors like volume, intended use, perceived value, and whether it will be sold in a retail store or on E-Commerce greatly influence packaging material choice and design. For a simple, clean aesthetic we chose symmetrical heart, square and rectangle box shapes with inserts that have a lot of stability - it feels substantial in the customer’s hand and ensures safe transit to retailers. The customer experience of unboxing the chocolates was another important structural element. We chose a box with a lid flush to the base and added a satin monochromatic bow so the unboxing felt luxurious and exciting.



5. MANUFACTURING

Where you choose to manufacture your packaging will impact lead time, cost, minimum order quantity and quality. We assisted Albanese with gathering pricing from different countries as well as the United States. They were able to weigh pros and cons of each option which helped them make the best decision for their product and for their company.


CONCLUSION

We are incredibly happy with what we designed for Albanese. If you're interested in learning more about their product offering, please visit the Albanese website. Have you always wanted your own chocolate gift packaging? Consider Pearl Resourcing as the company to get you there. If you're on a shoe string budget, I hope this video and article inspire you and your in house process to get you packaging that sells!


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MORE ABOUT EMILY PAGE

Emily is CEO of Pearl Resourcing and has managed and launched multiple 7-figure brands in Costco, Williams-Sonoma, Kroger, and Amazon. She’s bringing you the expertise, resources, and mentors you need so that you can develop products and make them sell. She also offers business growth consulting (http://emilyannepage.com) and free advice for brand owners through START TO SOLD (http://starttosoldpodcast.com). You can also hire her packaging design agency to help launch your next project: http://pearlresourcing.net.


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