brief 1- vegan chocolate - (product packing range)

brief

The objective of this brief is to research a gap in the market for a product and then design a product range which is suited the chosen gap in the market. After some initial research i decided that i would design a product for the vegan market that would be just as appetising for the everyone vegan or none vegan.  

In this brief I will design the packaging for the chosen product as well as create promotional materials to go along side it. I have decided to collaborate on this brief as i do not have a great knowledge of vegan products and it would greatly benefit the brief working with a fellow student who did, because of this i have chosen to work with Anna. A key part of our research will be to understand the vegan audience by undertaking a survey which will help guide the design process. 

vegan chocolate bars research 

To start my research into vegan chocolate packaging I looked at already existing vegan chocolate bars/chocolate bars vegans can eat to collect a idea of what is already on the limited market as well as a look at how vegan chocolate is marketed.

From looking at these I found out :

• there are very limited actual chocolate products for vegans and even fewer options when it came to chocolate that was suitable for vegans. 
• Most of the chocolate I found from this research were milk-less as vegans do not consume milk so most products were dark chocolate options and very few considered using milk alternatives to create milk chocolate suitable for vegans. 
• Only two big brands of chocolate sold dark chocolate that vegans could eat and there was only one chocolate bar called Moo Free that were easily available in some stores. 
• Out of the chocolate available in stores there was no adventures flavours, there was only a milk or dark chocolate option for vegans, this was an issue I had found when speaking to Anna before collaborating on the project, and this conversation was the starting point to our collaboration as she had an insight into what was available to vegan as she is vegan herself. 
• The design of the packaging on the vegan chocolate bars had a limited colour scheme and simple and bland which did not favour the product as the design looked to clearly show it was vegan over enticing the customer with a vibrant design. 

This research confirmed that there was a need for the product design in my eyes, as vegan-ism is becoming more and more popular and food brands are not accommodating for this as well as they should.
cadbury research

After my initial research into vegan chocolate and finding that there is a limited choice of options for them in stores I considered what brands where popular and easily available in most shops, not just supermarkets. The most popular brand that came to mind was cadburys, this brand only has one dark chocolate option but has numerous milk chocolate and nut free options. As they do not have any inventive options for vegans and are sold most retailers I thought that it would be appropriate to design a chocolate bare range with the association of the popular cadbury brand. Another reason why this would be appropriate is that cadburys is not a luxury or expensive brand so it is assessable to everyone.


uses cadbury purple, simple image and 2 logo types


uses cadbury purple, simple image and 2 logo types, also uses more fun colours and creating the impression of a circus


uses cadbury purple, simple image and 2 logo types, all dairy milk with added other flavours

uses cadbury purple, simple image and 2 logo types

 A key part of research into cadburys brand was looking at there existing packaging so that when we started designing we were aware of design traits that cadburys use, such as there signature purple, a golden logo and also the Dairy Milk logo these were consistent throughout many of the Cadbury products. Bright colourful imagery was used were the colour relates to the flavour to entice the customer towards buying each chocolate product and creating an overall fun and playful aesthetic that is welcoming. The Dairy Milk logo is a sub product under the brand and is representative of creamy milky chocolate, this is a clear indication that the chocolate is milk chocolate not dark chocolate. In our product designs I would like to create something as symbolic as this logo so that our product range is as recognisable as Cadburys Dairy Milk, as around a million bars are sold a day!