Galaxy Chocolate: A Playful Reimagining
Reimagining of Galaxy Chocolate’s packaging, with something more special, niche and with much more personality and story-telling. Galaxy, owned by Mars Inc. and sold worldwide currently implements a simplistic package concept with white and brown tones and a brown logo.
While it is typical for chocolate brand’s of such size and popularity to opt for oversimplified packaging to appeal to the masses, our reimagining is more focused, not on practicality and mass appeal, but on storytelling, and evoking wonder and an emotional experience that resonates with the buyer.
This case study is more about
“What could be?”
What is the potential within the brand name if there were no boundaries tied to the implications of being a large brand, vs. what would be a realistic proposal to such a brand who might not consider to stray from their current packaging and guidelines. For example, walking into the aisle of the grocery store at the big brands of chocolate, vs. looking at the smaller brands at a Whole Foods, where beautiful and imaginative packaging is much more common.
Featuring a vibrant, original illustration intended to embody the beauty, depth and interconnectedness of the earth, space, and all the realms within. As the central focus of the illustrated wrapper, the female character is the galaxy embodied- with her long flowing hair draping over tree tops, and speckled with stars, comets and planets, she lovingly holds the earth in her hands, and fosters a feeling of kinship and harmony. All the details, down to the new tagline and copy, help to strengthen and connect this story. Our work on this project includes ideation and brainstorming, original illustration, package design, and copywriting.
After analyzing Galaxy’s existing design aesthetic, we brainstormed possible directions, considering what the word ‘galaxy’ meant to us, and how we could express that. We ultimately decided that we wanted something very illustrative, so we browsed color palettes, and established the general look & feel. Next, we began sketching out concepts that would tell the story of that sense of universal connection. We knew we wanted a central maternal character who would represent strength and protection, as well as nurturing, unity, and enduring love; a symbol for the love which ties all of the existence together as one.
