Kopenhagen 90 years packaging

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P A C K A G I N G

PACKAGING FOR KOPENHAGEN 90 YEARS

2018

Kopenhagen is one of the main premium chocolate brands in Brazil, synonymous for tradition and quality. In 2018, we celebrated its 90th anniversary with a new packaging line, rejuvenating and modernizing the brand. The problem was clear: How to make the brand relevant to younger audiences? After so many years of success, the public's perception of the brand was positive, but not compelling for younger audiences.

This project, which has more than 50 items developed over 6 months, was part of Kopenhagen's efforts in its anniversary year for a rejuvenation process. We made a consumption map of the brand and grouped the packaging into 3 main categories - Classics, Singulars and Gifts. After the main redesign, new products would be launched, adapting the brand to new modes of consumption (Shared).

Due to their strong roots with the past, the Kopenhagen Classics have their own worlds. These sub-brands are icons for the public, and demand specific visual solutions for each one. There are several product categories, all obeying the specific visual identity of the sub-brand.

Portions made for consumption by a single person (ideally). The majority of Kopenhagen products are in this Singulars group, with many being in the heart of the Brazilian consumer.

Special gifts for those you love the most. Products of superior quality, those chocolates have unique shapes and flavors. Inspired by this, we created exclusive patterns that illustrate the senses of those who eat.