Enkindle Кутия за шоколад by Ion Avram is a highly esteemed winner of the very prestigious 2020 Бронзова награда A' Design Award in Дизайн на опаковки Competition Category.

БронзОпаковки· 2020

Enkindle Кутия за шоколад

by Ion Avram

Client: Ion Avram

Бронзова награда A' Design Award Winner in Опаковки Category

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Colors

The Design

About Enkindle Кутия за шоколад

Enkindle е кутия за шоколад, проектирана за мини таблетки тъмен шоколад в два вкуса – чили и лимон с черен пипер. Дизайнът обединява две кутии, които служат като корици на разгъваема картичка. След разгъването картичката разкрива илюстрована история в триизмерни изрязани форми. Изрязаните елементи от вътрешната страна показват мини таблетките, оформени като вулкан за вкуса чили и като съкровище от златни кюлчета за вкуса с лимон и черен пипер. Препратката напомня за миналото, когато подправките са били ценени колкото златото. Кутията е изработена от картон и може да се запази след изяждането на шоколада.

The Recognition

About the Бронзова награда A' Design Award

Enkindle Кутия за шоколад е носител на Бронзовата награда A' Design Award — високо престижно признание, присъждано на изключителни дизайни, които се отличават с творчество, изобретателност и проницателност. Бронзовите победители са изобилно умели и поразително творчески артефакти, които удостоверяват богатия опит, въображение и находчивост на своите дизайнери. Очаква се Enkindle Кутия за шоколад да бъде високо ценен, възхищаван и обичан предмет, забележително професионален и иновативен. Този дизайн, спечелил Бронзовата награда A' Design Award, включва най-добрите практики в изкуството, науката, дизайна и технологиите и е отличен с вниманието си към детайла. Enkindle Кутия за шоколад великолепно удовлетворява нуждите, докосва желанията, очарова чувствата и привлича любопитството.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The concept is a double box of black chocolate mini-tablets, that come in two flavors: chili and lemon with pepper. The two boxes are the covers of a pop-up card, which, once unfolded, reveals the illustrated story of the product in three dimensional cut outs. The inner side of the packaging displays the mini-tablets through a direct cut out in the box, shaped as a volcano for chili, and shaped as gold bar treasure for lemon and pepper.
Dimensions & Packaging: 35cm x23cm x2cm the cardboard folded and 35cm x23cm x1cm each box. 5cmx5cm chocolate minitablets
Tags: enkindle, chili chocolate, lemon and pepper chocolate, sea monsters,chocolate legends, chocolate spices pop up card chocolate box
Production Technology: The box is made of cardboard. The box die cut allows the transportation of the unfolded boxes for logistic efficiency. The pattern of the box in made in CMYK to which two Pantone colors are added. The finishing is realized with matte coating and hot foil red and gold. When the box is open similarly to a book, on the inside of each one there are two cut outs that permit visibility to the chocolate mini tablets, the latter becoming elements of the box design.
Design Challenge: The main challenge was conceiving the shape of the box so that it looks as appealing closed as it does open as a book. The second challenge was the sizing of the cutouts in the inside, cutouts that allow seeing the chocolate minitablets.
Research: We checked the originality of the pop up box concept in various FMCG areas related to cardboard packaging in general, not limited to chocolate goods. The research was made in the online environment and took two months. We also looked into linking chocolate goods to non-sweet ingredients within a story concept and we found none.
Inspiration: The inspiration came from the exotic, spicy flavors which are targeted at a rather limited audience, compared to the sweet ones. Visually, the two spicy flavors were interpreted through graphic elements, such as the eyes represented on the cover, which generate a strong sensory reaction. In ancient times, spices were just as valuable as gold. Back then, the ships carrying the precious spices would spread legends and stories on their way back.
Project Duration: The projects started in November 2019 in Bucharest and finished in January 2020 in Bucharest
Operation Flow: The box of chocolate has a secondary function: it becomes a ludic, narrative object that makes the buyer keep it after having enjoyed the product. The chocolate and the pop up cards are both products designed to be offered as gifts. The fact of selling together two different varieties in two boxes makes it alluring for the buyer and the story unfolding in 3D is the surprise element.
Image Credits: Image #1: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #2: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #3: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #4: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019