Enkindle Қуттии Шоколад by Ion Avram is a highly esteemed winner of the very prestigious 2020 Ҷоизаи биринҷии A' Design Award in Дизайни бастабандӣ Competition Category.

БиринҷБастабандӣ· 2020

Enkindle Қуттии Шоколад

by Ion Avram

Client: Ion Avram

Ҷоизаи биринҷии A' Design Award Winner in Бастабандӣ Category

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Colors

The Design

About Enkindle Қуттии Шоколад

Enkindle қуттии шоколад аст, ки барои таблетчаҳои хурди шоколади талх бо ду мазза — қаламфури тунд ва лиму бо қаламфур — тарҳрезӣ шудааст. Тарҳ ду қуттиро муттаҳид мекунад, ки ҳамчун ҷилдҳои корти намоён (pop-up) хизмат мекунанд. Пас аз кушода шудан, корт як ҳикояи тасвиршударо дар шакли буришҳои сеченака ошкор менамояд. Буришҳо дар қисми дохилӣ таблетчаҳои хурдро нишон медиҳанд, ки барои маззаи қаламфури тунд ба шакли вулқон ва барои маззаи лиму бо қаламфур ба шакли ганҷи тилло тарҳрезӣ шудаанд. Ин ишора замони гузаштаро ба ёд меорад, вақте ки ҳанутҳо ба андозаи тилло арзишманд буданд. Қутти аз картон сохта шудааст ва пас аз хӯрдани шоколад метавонад нигоҳ дошта шавад.

The Recognition

About the Ҷоизаи биринҷии A' Design Award

Enkindle Қуттии Шоколад ғолиби Ҷоизаи биринҷии A' Design Award аст, ки эътирофи басо обрӯманд буда, ба тарҳҳои барҷаста дода мешавад, ки бо эҷодкорӣ, зеҳни тез ва зиракӣ фарқ мекунанд. Ғолибони биринҷ артефактҳои хеле моҳир ва ба таври ҷолиб эҷодкоронаанд, ки таҷрибаи васеъ, тасаввурот ва зеҳни тарроҳони худро тасдиқ мекунанд. Интизор меравад, ки Enkindle Қуттии Шоколад ашёи хеле қадршуда, мавриди таҳсин ва маҳбуб бошад, ки ба таври назаррас касбӣ ва навоварона аст. Ин тарҳи ғолиби Ҷоизаи биринҷии A' Design Award беҳтарин амалияро дар санъат, илм, тарроҳӣ ва технология дар бар мегирад ва бо диққати худ ба тафсилот аъло аст. Enkindle Қуттии Шоколад эҳтиёҷотро бо зебоӣ қонеъ мекунад, ба хостаҳо даст мерасонад, эҳсосотро мафтун месозад ва кунҷковиро ҷалб мекунад.

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