DELICATA - Chocolate Happiness

Results - Immediate increase in turnover of 47%, consistent higher volume of 20%, reach of new audiences (foodies, high social media presence, packaging reason to buy and share), impactful shelf presentation and navigate new flavours easily.

One brand with four specific collections for every kind of chocolate lover – unusual in the market. We claimed Chocolate Happiness for everyone and developed designs for each collection matching its personality and audience. From custom typography to hand-made paper-cut artwork, from abstract still-life photography to considered use of materials, we aimed for raising the level of design and execution in a supermarket context, and to make a quality experience available to a large audience.

The four Chocolate Happiness categories:

Everyday Happiness
All the classic flavours. Trusted, accessible, comforting. For everyday chocolate eaters.

Sparkling Happiness
Exciting flavours. Accessible, easy, yet out-of-the-ordinary. For chocolate lovers.

Discover Happiness
Experimental flavours. Culinary, provoking, exciting. For adventurous chocolate enthusiasts.

Original Happiness
Nuanced pure flavours. Intense, elegant, single-origin. For chocolate purists.

Delicata is a household chocolate brand established in 1926 by the largest Dutch supermarket concern Albert Heijn. Ever since the company invested in developing quality chocolate for an affordable price, making it accessible for a large audience. The brand however never transcended its functional purpose, and as such has little brand recognition, value and preference with consumers.

The brief was to reposition Delicata from a household brand into a venture brand that can compete with A-brands within the chocolate category, and to create a new inspiring brand idea, a recognizable visual identity and exciting packaging that stands out on the shelf. With around 60 sku’s divided into four specific chocolate collections, each with a range of products aimed at specific chocolate lovers, the challenge was to create a design approach that clearly differentiates the collections from each other, yet still behaves as one brand.

Jury feedback

PACKAGING / BRONZE 

Breaking the category code. Fresh and consistently well executed in terms of graphic design and materials, highly creative without becoming a trick. Its articulating happiness like an explosion of Confetti.