meiji THE Chocolate
Meiji Co., Ltd., Tokyo, Japan
Promotions Light Co., Ltd., Tokyo, Japan
This product uses a simple packaging design that features the logo, illustrations of cacao and a kraft paper texture. The foil stamps and colours vary according to the cacao flavour. By displaying the variety of designs side by side, the boxes look like a book series. The layout was chosen to evoke a page from a cacao reference book. The key visuals on the front are abstract patterns to reflect the individual characteristics of the bean used. While the outside of the package remains simple in order to convey the message clearly, the inside is lined with the full pattern to evoke a sense of excitement and expectation upon opening.