How MELT Design used a family's migration story to create an irreplicable chocolate brand identity
By
Tom May
A weekday bagel. Dependable, satisfying, no fuss.
Summary
Brazilian design studio MELT Design transformed the Clemens Chocolate brand by uncovering and centering the extraordinary migration story of the Clemens family. Instead of using typical artisanal chocolate branding tropes (warm browns, botanical illustrations), the studio researched the family's history and discovered a remarkable narrative of a German family who fled post-WWII Europe, settled in Brazil, and built a chocolate business. The resulting packaging design tells this authentic story, creating a brand identity that competitors cannot replicate because it is rooted in genuine family history.
Key quotes
· 3 pulledThere's a version of the Clemens Chocolate project that never gets written about.
What happened instead was that a small studio in Campinas, Brazil, asked enough questions to uncover one of the more remarkable back stories in recent packaging design.
The work disappears into the shelf.
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