Brief: Penotti, leader in chocolate spreads in Holland, wanted to launch an organic range to show the innovative and responsible qualities of its brand.

Design: The use of cut out coloured paper to treat typography and ingredient gives a strong and impactful image. It shows care and craft with an original, playful and friendly look. More simplistic yet still delicious in its nature.

Results: Penotti Organic has its presence in organic shops as well as trendy urban supermarkets like Marqt. http://marqt.nl

Created at Brand New, NETHERLANDS

THE MAKING OF...

Phase 1:
Making mood boards of the different used languages in the the organic world for sweet products helped define 3 directions:

- Organic - Quality,
- Organic - Pure
- Organic - Feel Good

The direction that was fitting strongly with the Penotti brand was the “feel good organic”.

Quality was too niche and adult,

Pure was a little too serious and missed the vibrancy and the fun of Penotti brand perception.

Phase 2: 
Sketches with the “feel good organic” direction.

Phase 3: 
Finalize the most outstanding design. Making it stronger by simplifying it. Adding the chocolate dripping visual for the taste and to describe the product itself in an indulgent way.