Product Branding: Morkes Classic Chocolate
Bars
Summary: The motto of Morkes Chocolates is,
‘Entice your senses, Stir your imagination, Experience the fun!’. When searching for a branding
solution for this new line of chocolate bars, this was my starting point. My goal for these
chocolate bars was to give them a unique presence with words and imagery to make them appealing
for their unique flavors.
The Challenge: In
today’s world of chocolate bars the competition is fierce. With that in mind I felt there was a
need to make the packaging on these bars different from the traditional packaging you see on countless
bars on store shelves . It also occurred to me that we had seven bars and we needed to
create a distinct message for each bar. When thinking about the different flavors I realized
that some flavors would most likely attract women more than men and visa versa. My solution was
to create a flavorful message for each bar and connect that message with imagery that would
engage on the subconscious level.
The Method: I chose archetype-based branding
to accomplish my objectives. The branding of each chocolate bar is associated with certain
archetypes which are associated with each bar's title, message, story and imagery. I worked
closely with the owner Rhonda Morkes Dehn to fine-tune and simplify each message until we
achieved a distinct concise tagline which is subtitled on each box. The tagline in turn is
connected to the chocolate bar story which appears on the back of the box. The final product
branding is connected to the flavor of the chocolate bar, it's potential buyer and lives up to
the store motto which will entice your senses, stir your imagination and are a fun
experience. After all who really can say that eating chocolate isn’t fun.
Cherry Almond Allemande, ‘A Harmony of Flavors. Cherry Almond Butter and
Chocolate’.
Archetype: SENTUALIST (Hedonist, Pleasure Seeker)
The chocolate bar story on the box:
Smooth and satisfying, our made from scratch
Almond Butter is swirlled together with natural cherry flavor. These distinct
flavors will dance in your mouth. All Morkes chocolate bars are made with a rich
flavorful center wrapped in natural chocolate.
Imagery: Man
and a woman ballroom dancing.
Note: Allemande is French word for a Renaissance and Baroque dance. In
Wikipedia: Johann Mattheson described the allemande as "a serious and well-composed
harmoniousness in arpeggiated style, expressing satisfaction or amusement, and
delighting in order and calm."
Chief’s Classic Caramel (also with sea
salt), ‘A time honored combination of caramel
and chocolate’.
Archetypes: INTELLECTUAL (Sage, Genius, Expert), CONNECTOR (Networker,
Politician, Talker), MOTIVATOR (Mentor, Preacher, Promoter), RULER (King, Leader,
Father)
The chocolate bar story on the box:
Caramel and chocolate was Bill Morkes' favorite!
Quick witted and an honored leader, he received the nickname the "Chief" and this is
his classic recipe. All Morkes chocolate bars are made with a rich flavorful center
wrapped in natural chocolate.
Imagery: The
founder, Bill Morkes making candy.
Note: This bar
was the founder's favorite and was chosen for him.
Cocoa Java, Explore The Natural Flavors of Coffee and Chocolate’.
Archetypes: EXPLORER (Seeker, Wanderer), THRILL SEEKER (Gambler, Swashbuckler,
Adventurer), ACHIEVER (Athlete, Hot Shot, Strongman)
The chocolate bar story on the box:
Imported ground coffee is a perfect companion to
the smooth melt-away chocolate center. One bite and you'll be wisked away on a mouth
watering chocolate adventure. All Morkes chocolate bars are made with a rich
flavorful center wrapped in natural chocolate.
Imagery: Old
fashioned map of the Americas.
Peanut Butter Buster, ‘Robust, all natural peanut flavor for the hardy
appetite’.
Archetypes: EVERYMAN (Good Old Boy, Girl Next Door, Average Joe), EXPLORER
(Seeker, Wanderer), THRILL SEEKER (Gambler, Swashbuckler, Adventurer)
The chocolate bar story on the box:
Our peanut butter center is made from scratch
with fresh roastec and salted peanuts. This is a hardy bar with robust flavor that
offers seven grams of protein. All Morkes chocolate bars are made with a rich
flavorful center wrapped in natural milk chocolate.
Imagery: Cowboy in action with lasso.
Raspberry Rhapsody, ‘Savor the pure and natural raspberry nougat flavor.’
Archetypes: ENTERTAINER (Clown, Jester, Performer), SENTUALIST (Hedonist,
Pleasure Seeker)
The chocolate bar story on the box:
With it's distinct chewy raspberry nougat center
you will revel in every bite of this flavorful chocolate bar. Savor this moment in
time. All Morkes chocolate bars are made with a rich flavorful center wrapped in
natural chocolate.
Imagery: Woman passionately singing into a mic.
Truffle Amore, ‘Velvety rich truffle center. Relax. Savor. Enjoy.’
Archetypes: SENSUALIST (Hedonist, Pleasure Seeker), NURTURER (Mom, Mother
Earth, Healer),ARTIST (Creative, Creator, Craftsman)
The chocolate bar story on the box:
Our delicious rich ganache truffle center will
make you fall in love with just one bite. All Morkes chocolate bars are made with a
rich flavorful center wrapped in natural chocolate.
Imagery: Velvet.
Product Branding
Process: View product branding spreadsheet
Product Branding
Method: The 20 Brand Archtypes, article by James Archer
Packaging Graphic
Designer: Stephen Hoffman
Silver Award and Honorable
Mention: The International Chocolate Salon Awards for the 2019 Chocolate Bar
Awards awarded the Truffle Amore Chocolate Bar the Silver Award and the Cherry Almond Allemande
received Honorable Mention. The judging panel included editors from National and Regional
Magazines, Newspaper and Blogs, as well as Topic Experts, Local Chefs and Food Gurus. Morkes
CHocolates is excited to be part of such a prestigious group of chocolatiers! Read more about
the Salon 2019 CHOCOLATE BAR AWARDS Competition.
