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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

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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