Standout features:
- Pin-up girls-style packaging
- Representation of the 12 types of (brand) archetypes
- Fun messaging
The sexy and somewhat unexpected packaging design for Chocolates With Attitude by Bessermachen is unique for two reasons: it brings back the classic pin-up aesthetics and ideals of female attractiveness of the 1950s and combines it with 12 archetypes by Carl Jung, often used in modern-day branding.
12 different packages represent 12 different human/brand natures, from Adventurer and Rebel to Hero and Entertainer. Each archetype is depicted as a stunning, scantily clad young woman, faithful to the style and imagery of the aforementioned golden era of pin-up. Models were styled, photographed, and illustrated by the artist Niels Ditlev.
Classic, old-timey tin boxes all come in their distinctive colors, to lend the element of recognition to each type of chocolate/archetype. The use of fonts is consistent throughout. Each archetype name has its own typography and so does the rest of the copy.
There are a lot of messages, but it works because they add to the playful vibe that's in line with the visual concept of the packaging.
