Moosylvania | The Great State of Design

Bissinger’s Chocolates: Rebranding Indulgence

Challenge

Relaunch grandma’s favorite hand-made chocolate with a younger, sophisticated feel that appeals to Millennial moms.

Insight

Consumers are energized about the health benefits of chocolate. They actively seek small rewards and little luxuries as part of their contemporary lifestyle.

Results

New packaging achieved phenomenal PR including inclusion in Oprah’s O List of favorite things. Catalogue sales and in-store revenue exceeded benchmarks (specific numbers confidential).

Solution

Created new brand identity, starting with their catalogs and packaging, with a focus on quality ingredients, a time-proven process and more relevant usage occasions, like portion controlled daily indulgences. Developed an innovative concept for their flagship store, combining chocolate retail with a wine bar featuring chocolate dessert pairings, to support the new identity.

Full Details

Branding
Moose conducted extensive research and competitive audits which led to a four-prong strategic approach for the rebranding: new packaging, new sampling sizes and gift offerings, greater emphasis on wholesale and national chain distribution, and redesign of flagship retail environments. The new design arose from a full exploration of textures, patterns, printing techniques and photography styles that would maintain existing intrinsic qualities while elevating it to a more upscale, modern place.

Advertising
Catalogs and regional print advertising were improved through more sophisticated tone, photography with enhanced appetite appeal, a cleaner, more contemporary design to support a more premium image and additional content to help build the brand story.

Digital
Two websites: Bissinger’s Wholesale website and Bissingers: A Chocolate Experience lounge. The Wholesale website is a dedicated URL for buyers to gain company information and purchase Bissinger’s products, with a vendor log-in. (Not for public viewing.) The Chocolate Experience site is a virtual lounge site containing environment information, menu and hours of operation.

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