Extremely valued for its unique shape and distinctive flavor, the Piedmont Hazelnut is considered to be one of the world’s finest variety of hazelnuts. Rich in vitamins and antioxidants, the spherical nuts with crisp pulp were awarded the Protected Geographical Indication certification (“Indicazione Geografica Protetta” in Italian). Therefore, premium quality of the tiny fruits is officially recognized worldwide.

But not only the officials applaud the delicate value of these hazelnuts, various producers from the confectionery industry are also aware of this fact and decided to complement the taste of these crispy treats with other special flavors.

This is the case of Meltz, an Italian confectionery company based nearby the Monte Viso mountain. Its strategy to underline the nuts’ highest quality was to honor them by blending them with chocolate. Meltz Chocolates was born. This premium sweet pays homage not only to the Piedmont hazelnuts but also brings a visual tribute to the surrounding region that oversees the lands where the small fruits bloom.

The chocolate bars mirror the beauty of the natural surroundings, borrowing the pyramid-like shape of the mountains that are located in the area. While the chocolate is the sweet representation of the Monte Viso mountain, the hazelnuts bring the powerful portrayal of the plantations that rest at its feet.

Though the tribute to nature may already seem complete, Meltz was missing something: communication. A visual one more precisely. The company knew that, in order to reach a wider audience, it needed help from a team of design experts.

The brand contacted Foxtrot Studio, a Polish agency focused on graphic design, which developed the packaging that, once again, complements the natural aspects and molds into the bold lines of its crusty treats.

There are three types of the lovely chocolate bars: with milk, dark, and white. The designs are almost similar, with the only difference being the colors of the background and that the embedded motifs change along with the flavor.

The actual chocolate bar is positioned in the center of the pack, leaving enough space on each side for a series of useful information, like the name of the brand, flavor, or ingredients. What may seem like a regular thing, proves to be a great idea, at least when it comes to the white chocolate assortment, where the silver lines pleasantly blend with the backdrop’s color to form an airier illustration.

Although they follow the same design, the other two illustrations seem to be squashing the important information, likely because of the strong color choice, which may give an observer a sense of excessiveness, or “being too much”.

The cardboard packaging with matte surface carries elegant lines which are drawn in shades of gold and silver and testify its superior quality.

Although the shape of the chocolate is pretty amazing, Meltz wasn’t the first to design its product so it resembles various natural treasures. Toblerone, famous Swiss confectionery maker owned by Mondelēz International, Inc., did the same thing in the early 1900s. Inspired by the distinctive triangular shape of Matterhorn mountain, Theodor Tobler crafted a unique milk chocolate bar that, even a century later, continues to bear the same triangular shape within its unmistakable visual DNA.

The studio’s aim was to design packaging that closely reflects the company’s strong connection to the territory from where it takes its crunchy ingredients. At the same time, the new design carries a picturesque line in its aesthetics and shows a modern visual note that is much closer to today’s society.

“Our goal was creating packaging that is firmly rooted in its terroir, does not negate its traditions but at the same time is a reinvention of the typical Piedmontese chocolate,” says the agency.

Credits:

Client: Meltz

Agency: Foxtrot Studio