A rush of chocolate

Nine different chocolate varieties from nine different countries had to be relaunched. The result: a high-quality, clearly structured design that whisks consumers off to the respective country of origin with a finely crafted story of the chocolate’s heritage.

Packaging design of the Rausch chocolates before and after the relaunch by HAJOK

Listen

Plantation chocolate is at the heart of the portfolio of Rausch, the Berlin chocolatier dynasty. Rausch has made a name for itself with its knowledge of the very best areas in the world to grow the cocoa beans for the finest chocolate. With the relaunch of the brand, we have become part of this exciting story.

Understand

From Madagascar to Ecuador, we explored the brand. The new look had to appear much more premium without neglecting the brand’s loyal customers as the main target group. Clear differentiation between the characteristics of the nine cocoa variants was to be the main focus, while emotionally setting the scene with the origin of each variant.

Create

The word mark, amount of cocoa in the product and the depiction of the product itself now appears much more classy and elegant. The product information is clearly structured and easy to see at POS. The historical plantation scenes have been replaced with clear, individually designed illustrations for each variant.

Facts & Figures

Relaunch of the Rausch plantation chocolate portfolio
More than 60 SKUs
Competition & design analysis
Concept development
Design development
Illustrations
Final artwork

Craftsmanship

Detailed and 100% hand-drawn. For each country of origin, a country-specific copper engraving illustration was created. Since each chocolate variant has a very special taste, it was important to give each pack its own character.

Copper illustrations by HAJOK define the country of origin of each chocolate

Inside design of the Rausch chocolate packaging by HAJOK

Rausch to go

The Rausch plantation chocolate sticks are particularly popular. As a travel retail product sold at airports, the sticks are presented in a noble wooden pack. Here the focus of the design was laid on the world map.