XO Chocolate are master chocolatiers from Paris, bringing their craft to London with a product that was anything but ordinary. Their chocolate bars featured abstract shapes and intricate handcrafted designs, and the packaging needed to match that level of artistry. Anything generic or safe would have undersold the product entirely.
The Challenge
The Approach
The product itself was the creative brief. Knowing that the chocolate was built around abstract forms and artistic detail, I developed a packaging concept that spoke the same visual language, combining abstract shapes with colour splashes to create something dynamic, bold, and distinctly artisan. The design didn’t just contain the product, it reflected it, giving customers a visual promise of what was inside before they even opened the box. The result was a packaging identity that felt as considered and crafted as the chocolate it wrapped.
The Outcome
The packaging design was received well and has remained in place to this day, a testament to the timeless quality of the creative direction. For a boutique brand where presentation is part of the experience, packaging that still feels right years later is exactly the benchmark worth measuring against.
Proposal
