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ABC Chocolate

Designer: Mar Sánchez-Morate Palop
Designer: Carmen González Montarelo
Designer: Clara Hevia Aranguren
Location: Spain
Project Type: Student Project
Tutor: Eva Minguella, Miquel Campany and Jesus Alonso.
Packaging Contents: Chocolate
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing

Working as a publicist may seem exciting, for Marta and Toni though, ended up being a profession like any other, full of rules and responsibilities. However, this feeling faded away during the weekend, when both spent their time cooking delicious recipes and calling themselves “expert chocolatiers”.

What began as a hobby to escape from the routine, suddenly became part of it, after all, seemed like another obligation, they just kept following instructions step-by-step, letting the most creative part of themselves go away. Because of that, Marta decided to get rid of those books, from that moment, they would follow their own rules, willing to explore with all kinds of ingredients.

Surprisingly, the most unexpected mix of flavors turned out to be delicious and weekends made sense again, becoming their new passion.

A passion that would not remain between the walls of their kitchen.

Marta and Toni, said their goodbyes to the world of publicity to become full-time chocolate artists/creators.

Combining new flavors, shapes and textures, they offered a new way of understanding chocolate and made a promise that it would be different. But furthermore, by letting people to have fun and enjoy the pleasure of creating without limits, to feel like children again, like they did.

And from this inspiring story, ABC chocolates was born. From the beginning the aim was to break right into a market that is already very consolidated, the chocolate market; through benchmarking, strategy and target analysis.

ABC chocolates was created especially for those looking for the perfect gift to family dinners or friends reunions. For those who are willing to take risks , the ones that want to challenge their palate awaking their inner creativity; the ones who want to create unforgettable moments.

All this through a simple assemble of three pieces: top, heart -always spherical- and bottom of the bonbon.
With an assortment of 36 pieces, 12 of each type, ABC chocolates offers a variety of different flavors and shapes that generate more than 200 possible combinations. Creating your own bonbon is as easy as choosing one piece of each category. Dare yourself to experiment and enjoy with the different combinations while you share it.

Breaking with what is established, all this pieces can be found inside a simple/minimal white box, running away from showing the chocolates inside of it. After all, they haven’t been created yet!
The only thing that you can read on it is the naming, ABC chocolates, and a photography of the little spheres placed in the exact same position that you will find them inside. Once you open it, the chocolates’ arrangement and the colorful combination of shapes and textures, will surprise you.

Every piece is coded with a character and two numbers, the character indicates the typology of this part, ‘A’ for the top, ‘B’ for the heart and ‘C’ for the bottom part. Numbers indicate the flavor and ingredients of each one. This code allows customers to remember their favorite combinations and share them on social media, a substantial part of our marketing communication.

To create, customize and experiment with chocolate has never been so easy. Welcome to the ABC community,

I am not a rebel, but I reinterpret the rules.
I am not unique, by I have my own taste.
I am not a globetrotter/traveller, by I look for new routes to get lost.
I am not a nonconformist, but I search new ways to amaze me.
I am not precursor, but I have my own voice and opinion.
I am not just a chocolate, I am your creation.
Don’t let them define you.

What's Unique?
We think that we overcome a big challenge with this project. We had a great concept to start with but in the end, the final packaging had to be sold on a common store, so we couldn't use a very complex structural pack, we had to put all our concept in a box, literally, and that was quite difficult. But we are very proud of how it finally turned out and we can see all the effort and dedication we invested on it.

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