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Rediscovering Amatller

Rediscovering Amatller

Redefinition of the role and territory of a chocolate brand with enormous premium potential and application of its new strategic foundation to its image and range of products.

Concept and brand narrative, graphic adjustments to the brand logo, restructuring of the product range, packaging adjustments in current portfolio and new product packaging, brand brochure and catalogue of products.

MUCH MORE THAN CHOCOLATE

One of the oldest chocolate brands on the market since its foundation in 1797 in Barcelona, with an impressive artistic-commercial heritage: Catalan Modernisme, Art Nouveau, Art Déco etc. We had to inspire consumers to rediscover the brand's magnificent past in order to make its premium potential credible today and create a foundation for its future projects.

After a period with a blurred profile, the brand had to show its credentials and values again. It was not necessary to invent anything. The history of the brand pointed towards a vocation of offering pleasure that surpassed its continued dedication to the world of chocolate. The learned owners of Chocolate Amatller already understood in the middle of the 19th century the fertile compatibility of two of their main interests, art and business, being pioneers in the creation of commercial materials of the highest creative and aesthetic quality carried out by the most renowned artists of their time.

The prestige dimension existed, latently. It was only necessary to establish that Chocolate Amatller was more than one among many other chocolate brands. As a result, the first phase consisted of a readjustment, limiting the offered range in order to give the leading role to a line of products that, under the denomination Collections Amatller, reproduced an updated part of the brand's huge and exceptional visual heritage.


Amatller, Strategy

Chocolate Amatller Brand
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Chocolate Amatller Brand

The brand CHOCOLATE AMATLLER appears throughout its extensive history in a multitude of different forms. Unlike the current orthodoxy, the brand identity was limited to its name and was not necessarily linked to a unique visual representation. Each artist made their own brand logo, designing it according to their own creative style, whether it was meant for the packaging of a product, a poster or a calendar.

The option we adopted was extracted from a poster celebrating the brand’s centennial, work of the most famous Art Nouveau illustrator, Czech Alphonse Mucha. The decision to add "Barcelona 1797" as the brand subtitle reveals its origins and projects a unique, distinctive and very pertinent profile. On the one hand, it claims the little known role of Barcelona as the pioneer European city in the chocolate mechanization process, an event that happened just before AMATLLER was founded. On the other hand, the perception of the Barcelona brand reinforces and gives international projection to the obvious affinity of their values. CHOCOLATE AMATLLER like Casa Amatller, its owners’ famous Modernist building on Passeig de Gràcia, reflects their history and a genuine Barcelona character.

This execution is part of the global project CHOCOLATE AMATLLER.


Amatller, Brand

Chocolate Amatller Brand Brochure
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Chocolate Amatller Brand Brochure

The brand brochure summarises its extensive history and shows some of its immense artistic heritage linked to the chocolate business. Texts were written, organizing contents and illustrations. The brand brochure combines the story of the brand, which enhances its iconic worth, with the introduction to a range characterised by a superior product quality and made up of chocolate specialities in attractive, finely designed presentations. The aim of the brand is to provide pleasure through any source of sensory experience.

This execution is part of the global project CHOCOLATE AMATLLER


Amatller, Catalogue

Chocolate Amatller Colecciones Range Catalogue
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Chocolate Amatller Colecciones Range Catalogue

The CHOCOLATE AMATLLER Collections catalogue introduces the brand’s current products. It mainly consists of a range of products aimed to be consumed at special moments, indulgence driven, or to be given as gifts: high cocoa content chocolate bars from select origins, nice metal boxes containing chocolates or boxes with specialty chocolates. As for the image, the link among all of them is the recovery, vintage or updated, of the brand’s decorative motifs and historical illustrations.

This execution is part of the global project CHOCOLATE AMATLLER.


Amatller, Catalogue

Amatller Leaves Tins
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Amatller Leaves Tins

The idea behind the product was born from the desire to offer high quality chocolates for personal use after an impulse purchase. The aim was for the brand to reach a wider audience through traditional points of sale spread widely throughout the marketplace.

The impulse attraction was strengthened by using small metal boxes with four different decorations so as to increase collectability. Compositions taken from old Chocolate Amatller posters, created by illustrators Alphonse Mucha and Rafael de Penagos, were selected. The display material contains 40 small metal boxes with two different varieties of chocolate leaves, as well as a large metal box (featuring two designs, see images 4 and 5), making them more attractive for retailers.


Amatller, Packaging

Amatller Leaves Redesign
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Amatller Leaves Redesign

A new design of chocolate pieces shaped like a leaf. The new concept has a more natural look, conveying higher quality and making them more tempting.

Previously pointed flat pieces, cut from a bar of chocolate, now the shape is more rounded and simple, allowing for mechanized handling and making it easier for them to lie flat during packaging.


Amatller, Packaging

Origins Bars
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Origins Bars

This is a range of bars produced using cacao from a single origin, Ecuador or Ghana, with the two cases providing percentages of 75% or 85%. Apart from these four bars there is also one made with milk chocolate - which always has the lowest cacao content - originating only in Ghana and with a touch of the renowned Bourbon vanilla.

These bars are graphically expressed in a black top half which highlights the information that sets them apart, strongly contrasting with the lower area illustrated with an expanded detail of the faces of the central figures of two posters by Alphonse Mucha, with the organic structure of the typical Art Nouveau strokes, produced for Chocolates Amatller in the late 19th century.


Amatller, Packaging

Single origins chocolate bars

Single origins chocolate bars

The notoriety and value of Amatller's vintage aesthetic is just the surface of the brand's deepest reality: its more than 200 years of dedication to the world of chocolate. This experience or expertise becomes visible in high-profile chocolate products, such as this range of limited edition tablets that use cocoa from a single origin.

These are particular types of cocoa and from very specific locations that offer the unique organoleptic characteristics that a chocolate aficionado will distinguish as exceptional. As with other products for tasting, the information provided is important: under the visual richness of Amatller's old brands, the packaging incorporates the main data of each product and its tasting notes.


Amatller, Packaging

Amatller Chocolate Leaves box
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Amatller Chocolate Leaves box

Although it was born as a refill format for the tins that accommodate the growing variety of Amatller Hojas de Chocolate (chocolate leaves), the project has become a product per se. It shows how the decorative solution on a paper wrapping does not detract from the undoubted appeal of the tins, with which it shares the vintage visual richness of a brand with more than two centuries of history.

The proposal also has other important advantages for the consumer: the seal of the inner blister tray that ensures the freshness of the product, its visibility through a window and the possibility of a more favourable quality-price ratio.


Amatller, Packaging

Amatller Chocolate Flower Boxes
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Amatller Chocolate Flower Boxes

Even though it is new, this graphic is inspired by the visual legacy of the brand. The great appeal of a vintage image, rich and well cared for, is ideal for products that are exponents of the social role of chocolate as a gift, for example when they take the form of filled chocolates.

This is the case with the varieties of Amatller's filled chocolates called 'Flors' (flowers). The vertical cases in different colours depending on the variety are an interesting and different alternative to the classic boxes of chocolates and there is no doubt that they will attract attention.


Amatller, Packaging

Amatller cup and saucer
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Amatller cup and saucer

Recovering and designing this piece for drinking hot chocolate "a la taza", Amatller spreads the culture of chocolate of which the brand has been a part since 1797. The irruption of chocolate in Europe, especially since the 17th century, created its own objects to consume it. The "jicara" is a small, tall and narrow cup without a handle that was used to drink hot chocolate. It is complemented by the "mancerina", a plate that is used as a tray with a clamp in its centre.

Its history dates back to the 17th century. The mancerina was conceived by the Marquis of Mancera, viceroy of Peru, who organized celebrations in his palace serving cakes, pastries and cups of hot chocolate “a la taza” that, more than once, would spill over the dress of a lady. To avoid these accidents, the Marquis had the design of a plate with a clamp made so that the cup would be held by the clamp, without the risk of the chocolate pouring over.


Amatller, Advertising

Amatller Amatllons Tins
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Amatller Amatllons Tins

Amatllons are a traditional speciality of Chocolates Amatller. They are toasted and caramelised Marcona almonds, coated with white chocolate and powdered with cocoa- a combination which rarely fails to impress anyone who tries it.

Now in a 125 g box, ideal as a gift, the new aim was to succeed in getting new consumers to discover Amatllons by also offering them in a format that made individual consumption easy in one more impulse purchase. To this end, one of the Amatller brand’s old designs was chosen to create a series of small tins (images 2 and 3). Their success has brought about new tins with more capacity, also reproducing the same motifs in highly vivid colours (image 1).

In order to have an attractive display for the smaller tins at the point of sale, another historic design was adapted to a large container tin (image 4) and a cardboard box-display was also designed as a restocking format.


Amatller, Packaging

Amatller Flowers Tins
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Amatller Flowers Tins

The so-called Chocolate Amatller “Flowers” are chocolates in the shape of an almond flower - referring to the brand name - which were initially filled with fresh truffle perfumed with "marc de cava", with many more varieties now presented.

For the launch, four different tins were produced for which we selected four old illustrated front covers with floral motifs taken from early 20th-centry Chocolates Amatller almanacs. The attractiveness of the brand’s graphic heritage makes these tins of 12 chocolates a perfect gesture to give as a present or to yourself to add to your collection. The “Flowers” tins are in turn presented in an attractive display tin (image 4) that exhibits the different presentations.


Amatller, Packaging

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