Enkindle 초콜릿 박스 by Ion Avram is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2020

Enkindle 초콜릿 박스

by Ion Avram

Client: Ion Avram

A' Design Award 동상 Winner in 패키징 Category

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Colors

The Design

About Enkindle 초콜릿 박스

엔킨들(Enkindle)은 칠리와 레몬 페퍼, 두 가지 맛의 다크 초콜릿 미니 정판을 담기 위해 디자인된 초콜릿 박스이다. 두 개의 박스를 하나로 결합해 팝업 카드의 표지 역할을 하도록 구성했다. 카드를 펼치면 입체적인 컷아웃으로 표현된 일러스트레이션 이야기가 드러난다. 안쪽 면의 컷아웃은 미니 정판을 보여주는데, 칠리 맛은 화산 형태로, 레몬 페퍼 맛은 금괴 보물 형태로 표현되었다. 이는 향신료가 금만큼 귀하게 여겨졌던 과거를 떠올리게 하는 장치이다. 박스는 판지로 제작되어 초콜릿을 다 먹은 후에도 소장할 수 있다.

The Recognition

About the A' Design Award 동상

Enkindle 초콜릿 박스, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Enkindle 초콜릿 박스, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Enkindle 초콜릿 박스, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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