Some packaging concepts were sketched drawing from other luxury chocolate products. All these designs take advantage of the use of white space and typography. The designs will have to follow the brand guidelines, but pairing this with luxury design trends will create a brand recognisable of the Grown Up Chocolate Company. Illustration is a common design trend, and using illustrations of the plant the chocolate is based with will make them recognisable. Illustrating the flavours will also attract attention of the customer, as well as customers looking for a specific plant base, they also look for flavours when picking chocolate.
Many people were not keen on the concept of using white, it was suggested that it isn't a luxury colour, it can be quite bland and often associated with savers ranges from supermarkets. Black is more of a luxury colour. Using greens and browns would be recognisable as an organic product.
To attract the adult target market, the GUC currently uses nostalgic flavours that connect with adults. Other flavours were suggested such as almond and cherry Bakewell, lemon drizzle, rocky road, vanilla cupcakes, ginger nut, jammy dodger, carrot cake and banana bread. These are flavours that can be used within the range.
Many people felt it was not necessary to obviously differentiate the range from normal chocolate, but to keep it appealing, as often, free-from products aren't appealing and considered to be tasteless and bland. This would ensure the market wouldn't just focus on free-from or vegan diets.
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