Responses by Pond Design
Background: The purpose of the project was to revitalize a classic Swedish premium chocolate brand that had suffered from lack of attention, very little positive energy and not enough love. There was a mismatch between the quality of the chocolate, the story, enthusiasm and craftsmanship behind the brand, and the way the brand originally looked and felt.
Reasoning: We loved the fact that Malmö Chokladfabrik has such amazing history. With the establishment of the chocolate company Mazetti, the city of Malmö was established as the epicenter of Nordic chocolate-making at the end of the 19th century, and changed to the name Malmö Chokladfabrik in 2004. Bought by two chocolate-loving brothers three years ago, we wanted to celebrate the brand’s historical home in our design, with the old factory’s brick buildings, its patterned structure and impressive striped chimney as our inspiration. That pattern, combined with the Swedish letter Ö found in the word Malmö, was used to connect the old with the new in an eye-catching way.
Challenges: The main challenge was to find the right visual expression and tone of voice that would bridge the historical roots and craftsmanship of the classic brand with the enthusiastic and warm personalities of the two brothers who bought the factory and want to showcase their ambition of making the finest chocolate from scratch.
Favorite details: We are proud of the fact that the Malmö Chockladfabrik’s project is designed from the inside and out. We’ve redesigned both the actual chocolate bars, and the external packaging—connecting them to their chocolate heritage as well as the physical chocolate factory. The molds for the bars and the packaging use the same brick-and-striped pattern and symbolism, including the letter Ö, with brick dots.
Anything new: During the project, we learned (almost) everything there is to know about chocolate and how it’s made. The process taught us how to choose, roast, grind and blend beans, how to mix and melt, add flavor and character and test and taste. The passionate craftsmanship involved in this process is mirrored in our packaging designs.