OUGD603 - Brief 05 - Luxury & Free-From Comparison

Currently, luxury free-from brands are hard to come by. Chocolate has always been seen as a luxury, although more readily available nowadays, and luxury chocolate packaging has a dominant position in the packaging industry. Brands such as Cadbury's, Lindt and Green and Blacks have built a luxury image through their identity and branding.

Luxury chocolate packaging takes advantage of white space, particularly with its typography. Often one or two bold colours are used, or an illustration fills the white space. This gives an overall feeling of luxury. Sometimes print finishes such as foiling or varnishes are added to increase the value.

Free from products don't often follow this trend in design. Overall they create a more organic tone of voice with use of colours and typography. This makes them stand out from the shelf as it is important not to create any confusion with packaging.

It will be important to create a free-from identity that stands apart from regular dairy chocolate, but also a product that communicates luxury.