Gnaw

Naming, branding, packaging, strategy and website design for a Norfolk based chocolatier, including art direction, bespoke illustrations and copywriting.

Background

Gnaw hand-make a huge variety of chocolate from their base in Norwich. Their reach extends throughout the UK, and beyond into Europe, the US and Asia.

Diagnostics

Less of a brief, more of a blank sheet: two people with nothing but a desire to make chocolate approached us to build a brand from the ground up. Looking for a point of difference in a crowded premium confectionery market, we conceived the idea of an identity that would communicate a high quality product, but in a fun and playful manner rather than the more traditional luxury aesthetic.

Discovery and Design

The first element of the brand to be created was the name, Gnaw, which fit the intended brand perfectly and also linked back to the company’s headquarters in Norwich, Norfolk. An illustrative route always felt like a good fit for a fun brand, and the name immediately pushed us towards the idea of an animal character. A British native was a definite to root the brand and a red squirrel fitted the playful narrative that we wanted to incorporate. With a huge variety of flavours to design packaging for, the squirrel could also become the part of a moving brand that could alter radically, but still allow all of the products to be seen together as a family.

The bespoke logo text was created with the now trademark bite mark, and this lead to the inclusion of a matching mark as a cut-out on much of the packaging.

An initial palette of over 30 colours was set, with a limited number of each allowed per package to maintain clarity. Typography was selected to fit with our key ideas and bespoke versions created for key handwritten elements.

Working alongside our copywriters, a tone of voice was created to fit the brand and rolled out across both packaging and the website.

Deployment

Over three years, we have created packaging and communications that stand out in a sector, which can often be accused of taking itself too seriously. The initial designs have gradually evolved as the product range and packaging budgets have altered and we’re confident that the latest crop is the best yet.

Gnaw has moved from a start up to an established player with their products in over 1,000 UK stores including WHSmith and distrubuted to 22 countries including Japan, Finland and Canada

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