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The brief. To create a range of gluten and peanut free Rocky Road bars targeting the health and fine foods markets. The four varieties; Traditional, Cherry, Ginger and Mixed Fruit were required to look equally appealing on the counter of a health food shop or in a competitive supermarket isle.
The solution. When designing for food or confectionery it’s important to use images that make the product look desirable. Unfortunately Rocky Road isn’t the most attractive bar, so it was important to emphasise the ingredients that make up the product.
This was achieved through vector characterisations of the ingredients; marshmallows, coconut, cherries, ginger and mixed fruit floating down a sumptuous river of chocolate. The design is further enhanced by the use of strong bright colours to identify each variety and bold chunky logo font to draw the consumers eye.
The result. DejaVu Chocolates successfully launched their new range of gluten and peanut free Rocky Road bars in March 2010. Sales of the product have been positive and are currently distributed through Health Food stores and independent supermarkets IGA and Foodworks nationally.