Mama Cacao

Branding and packaging

Objective

The Student Gold Pack 2022 brief tasked me with crafting packaging for a branded product, be it an existing item or one of my own conception. The primary goal was to produce a captivating and impactful display, ensuring that it effectively grabs attention at the point of sale.

Insight

Consumers are very much influenced by packaging when deciding on which chocolate to impulsively buy because chocolate is marketed as a “want” rather than a “need”.

Solution

For this project, I brought to life Mama Cacao, a local South African chocolate brand. The aim is to produce organic and sustainable chocolate, highlighting the beauty of Mama Africa. This decision is grounded in the fact that 70% of cacao beans originate from Africa, emphasising the deep-rooted connection between cacao and the continent. The unique design of the chocolate packaging sets it apart from competitors, allowing it to stand out on shelves and captivate the target audience.