Agency: Claire Hartley
Project Type: Produced, Commercial Work
Location: London, UK
Packaging Contents: Chocolate
Packaging Materials: Uncoated paper
Founded in 2003, Hush started out as a women’s clothing brand, as much about feeling good as looking good. Initially a small range of pyjama sets for those cosy nights in; they quickly expanded into relaxed, stylish outerwear and everyday wardrobe staples. The brand mantra, ‘Escape the noise’ celebrates that ethos of cosiness, happiness and wellbeing, continuing to inspire their ever-expanding collection of clothing, homeware and accessories.
In launching their first chocolate collection featuring four flavours inspired from around the world, I was commissioned to design the packaging for their new product. I researched and developed a narrative to express the story of each bar whilst staying true of the Hush brand promise to ‘Escape the noise’. I wanted each experience to be a moment of blissful tranquility, to indulge and imagine a life free from the stresses of every day.
Each flavour is distinct and yet subtle in combination; from Milk Orange & Cardamom to Dark Raspberry to Milk Rose. Each carried its own personality, inspired by natures fruits and spices from climates around the globe. By developing a deeper narrative to each one, I was able to shape a specific personality to each bar. From the aromatic air and ripe, spicy lands of South Asia; to the lush and vivid expanses of fruitful wonder that lie in the valleys nestled in the Northern mountains. Each story inspired my intricate hand-illustrated wrappers, delicately protecting the wonders that lie within.
The packaging becomes an extension of the whole experience, inviting the customer to be absorbed in the flavours with every last detail thoroughly considered. The delicate illustrations and small accents of copper foiling to symbolise Hush’s concept of ‘Special every day moments’. The bars are available in 4 flavours, 2 sizes and are sold individually or as part of a Hush gift set.