Ghirardelli Chocolate Co. is launching a new look and feel for its Intense Dark line to make it easier for shoppers to find on-shelf and to better communicate its intense flavor.
Consumer insights and testing guided the brand to maintain much of what consumers know and recognize about Ghirardelli, with updates to the overall look of the products for more visibility and taste appeal. Changes include a modernized font, more attention-grabbing, bold colors and improved product photography.
Already rolling out in stores, Ghirardelli’s Intense Dark Chocolate line’s new packaging appeals to the brand's audience, while keeping the recognizable Ghirardelli look intact. Chocolate lovers will find Ghirardelli’s Intense Dark Chocolate at retailers nationwide.
"The Intense Dark packaging redesign was a delicate balance between helping the package stand out, and not disrupting the recognition and loyalty we have with this beloved brand," said Bobby Oliver, director of Ghirardelli’s Everyday Confection business. “Not only is the vibrant new packaging more visible in aisle, we’ve also made it easier for consumers to find their favorite flavor of our intensely delicious dark chocolate.”
Along with the design update, the brand added clearer, bolder flavor callouts for immediate flavor recognition. Each flavor has its own designated color, making it easier to recognize and consistent across all formats — from bar to square.