The Grown Up Chocolate Company, have entered the market with a mission create fun chocolate for adults. While they had a great idea, I felt that their visual system wasn’t doing them justice. I wanted to refresh their brand and packaging and take this idea of “grown up” chocolate to the next level.
Using the style of vintage advertising, I wanted to create a campaign that is a “how to be a grown up” guide, using humour to encourage people to reward themselves for completing a “grown up” task with some “grown up” chocolate. This was further incorporated in the packaging as each bar was ranked by “grown up” level, playing on the idea that it really is chocolate only for grown ups.