These Packaging Designs For A Chocolate Brand Only Keep The Best of France
How a well-thought-out and beautifully designed packaging can help bring your product strategy and brand story to life.
In the category 'favorite ads', today I’d like to talk about the beautifully designed and charmingly crafted print campaign Only Keep The Best Of France made by the agency TBWA\Paris for the chocolatier Le Chocolat des Français.
What comes to mind when thinking about a brand made in France?
You are probably thinking of Paris, la Tour Eiffel, la Seine, awe-inspiring architecture, romantic cafes, and the staple of fashion. You name it.
You might also picture wineries and lavender fields, bakeries filled with baguettes, croissants, and Croque-monsieurs/madames.
You might even see yourself playing pétanque under the burning sun of the South of France, at the symphony of the cigales, with a glass of Pastis.
You are right to associate France with culture, elegance, romance, sophistication, and delicious food. But alongside all this, also lives realities such as terrible traffic jams, rebellious acts of protest, and hot-tempered people who are impatient by nature.
Ironically, these good and bad clichés make the charm of France and its compatriots.
The campaign celebrates that duality by juxtaposing the best and the worst of France in a collection of beautiful illustrations. The dark side of France appears in the ads but does not make it to the final packaging design of each chocolate bar because the high-end brand only keeps the best.
La 2CV (The Citroen "two horsepower") illustrated by Hubert Poirot-Bourdain.
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Le Talon Haut (The high heel) illustrated by Charlotte Molas.
Le Moulin Rouge (The Moulin Rouge) illustrated by Simon Bournel-Bosson.
Le Baiser (The kiss) illustrated by Laurène Boglio.
L’Arc de Triomphe (The Arc de Triomphe) illustrated by Béatrix de Gevigney.
The campaign also pays tribute to the Oh La La life that everyone hopes to live again post Covid.
La Terrasse (The terrace) illustrated by Léonie Després.
My favorite illustration is by far La Pétanque. I’m biased for being born and raised in the South of France and for having played pétanque on numerous occasions in my life.
La pétanque (The boules) illustrated by Clément Soulmagnon.
The agency collaborated with artists to illustrate the ad and packaging of each chocolate bar.
It is a sweet and charming campaign by the most French of all agencies for a high-end chocolate brand made in France. Just the perfect match.
CREDITS:
Client: Le Chocolat des français
Agency: TBWA\Paris
ILLUSTRATORS:
La pétanque (The boules): Clément Soulmagnon
L’Arc de Triomphe (The Arc de Triomphe): Béatrix de Gevigney
Le Moulin Rouge (The Moulin Rouge): Simon Bournel-Bosson
La Terrasse (The terrace): Léonie Després
Le Baiser (The kiss): Laurène Boglio
La 2CV (The Citroen "two horsepower"): Hubert Poirot-Bourdain
Le Talon Haut (The high heel): Charlotte Molas
Bastien Frediani
LinkedIn: in/creativebrandstrategist
Email: strategy@thinkbastien.com
Bastien Frediani is the founder and strategist of ThinkBastien, a strategy consultancy that helps businesses achieve significant growth with brand and digital marketing.
