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.
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.
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.
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.
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.