Chocolate packaging design. Image shot of the new branding and packaging for Goupie confectionery. Designed by packaging design agency - Flipflop Design Ltd.

Goupie Confectionery

We were approached by Simpson’s of Hawkhurst, the confectionery manufacturer, to modernise the packaging for their artisanal confectionery brand ‘Goupie’.

We created a striking new brand identity with strong shelf impact. The descriptive brand statement clearly conveys that these are not just any chocolates.

The typography suite was carefully selected for its rough characteristics, helping to reinforce that Goupie is a handmade confection with each piece being individual.

Branding for Goupie Chocolates.
Chocolate packaging design. Image shot of the top of the cartons lined up. Shallow depth of field with the focus on the flavour name. Designed by packaging design agency - Flipflop Design Ltd.

To build on the practical appeal of their existing ‘takeaway’ style Kraft boxes, we created a distinctive trapezoidal carton, echoing their unique, hand-cut triangle shaped chocolates, and adorned with a special triangular print in Goupie’s brand purple. Retail partners can utilise the variety of display options with the unusual bi-directional cartons.

Chocolate packaging design. Tightly cropped image shot of the inside flap of new trapezoid carton. Shallow depth of field with the focus on the Goupie brand logo. Designed by packaging design agency - Flipflop Design Ltd.

The resulting new, dynamic packaging really differentiates it from competitors. While being rigid enough to withstand the retail environment, it comes flat packed to allow for easy storage. With one generic carton and multiple flavour sleeves it provides the perfect cost effective and future proof solution.

Chocolate packaging design. Front on image shot of the new trapezoid carton with band wrap. Designed by packaging design agency - Flipflop Design Ltd.

We carried out both the photography and post production work in-house. With the appropriate imagery, each flavour of Goupie confectionery expresses a distinct and easily identifiable look. The whole design of the packaging allows for the range to be easily expanded with the addition of new taste combinations.

Chocolate packaging design. Tightly cropped image shot of the new trapezoid cartons lined up. Designed by - Flipflop Design Ltd.
Chocolate packaging design. Image shot of the sides of the trapezoid cartons lined up. Shallow depth of field with the focus on the brand name. Designed by packaging design agency - Flipflop Design Ltd.
INTRO RUST G - Base 2 Line. Font layout.
INTRO RUST - Base Shade. Font layout.
SANT ELIA ROUGH - Bold Thr. Font layout.
Chocolate packaging design. Angled view image shot of the new trapezoid carton with band wrap. Designed by packaging design agency - Flipflop Design Ltd.

The new packaging communicates Goupie’s core brand values, with their ethos being to produce a tasty, affordable but indulgent confection. The beautifully crafted packaging is printed in CMYK, without any fancy print finishes, value-engineered to maintain a greater retailer margin. It is also fully recyclable, reflecting Goupie’s commitment to sustainability across the business.

Chocolate packaging design. Angled view, tightly cropped image shot of the new trapezoid carton & flavour band wrap. Designed by packaging design agency - Flipflop Design Ltd.