OUGD503 YCN - The Grown Up Chocolate Company - Competitors

Competitors:

Thorntons

Thorntons is also considered a high quality chocolate company, this is shown through their use of packaging. The colours used are all deep and rich to be reflective of the chocolate inside. The use of swirls both on the box design and within the logo hint at elegance and something special. The bow and tag make it seem like the chocolates are especially wrapped up and chosen for that person. I would say that it is more of a formal gift as compared with the humour that The Grown Up Chocolate Company incorporate within their brand.

Hotel Chocolat

Hotel Chocolat is a luxury chocolate brand which uses simple, clean designs as a platform to highlight their products. Colour is used as an accent, to draw attention in an engaging way. Within the majority of their products the window on the packaging is very important to show off their chocolate. In this design it is in the shape of a 'H' to help highlight the brand in a more obvious way.

Cadbury

Cadbury's are playful in their designs targeting a younger audience but also being loved by adults. The strong purple has become iconic to their brand usually reflective of royalty and is instantly recognisable on the shelf. Type is fun and engaging, staying playful within each design. The brand logo similar to thorntons, in a script style and gold colour, highlights the quality and wants to reflect a handmade nature.

Lindtt

Although I have not seen this range in person I have come across this 'Hello' range from lindtt which had similarities with the branding of The Grown Up Chocolate Company. Giving each chocolate a personality and the tag line 'Nice to sweet you' is very similar with the humorous branding GUCC use. Typography is also very important having a hand rendered approach links with the handcrafted nature of the chocolate. Colour is also again used as an accent to highlight the product. The logo is script and gold, relating to the luxurious and handmade nature. However because it is on a black background it seems quite harsh, and seductive, as if the chocolate is sweet talking you into buying it.

My thoughts:
Overall it has been really useful to look at some big competitors within the chocolate industry. GUCC do have a strong brand that stands out, this is the light humour and the nostalgic nature while remaining sophisticated enough to be seen as a product for adults. Lindtt have used a similar technique within a range of their products but it is not their overall brand image. Typography in general seems to be an important technique within packaging design to attract people. Colour is something to also be carefully considered and what it could connote or portray.