KOOR x Darling Clementine x Holger Kilumets
Chocolates come in all shapes, sizes and packaging to best suit the occasion and seasonal and festive products have a strong impact on chocolate sales throughout the year.
It is an impulse market, where packaging plays a key role. Attractive colours, beautiful illustrations and the style of the packaging are fundamental to attract consumers and make them want to buy the product.
As in the past 10 years, Kalev asked our team at KOOR to design its new Classic Christmas collection, which is renewed every three years and includes more than 40 SKUs and consists of three sub-ranges for children, adults and gift sets.
What was the main goal to reach?
Main goal was to come out with the collection that triggers Christmas feelings and memories connected to it, creates festive emotions, is universally understandable, warm, makes you smile inside and out. Being universally understandable very often means nostalgy, dusty retro – we tried to avoid that. We used Nordic Folk Art style with modern, colourful twist.
What is the significance of the special collections for Kalev?
Seasonal collections – Christmas, Easter, Valentine’s day, Halloween etc have very important role in Kalev portfolio. All those collections give people reason to celebrate. Themed collection has to solve consumer’s problem – either they need a themed candy to share out to kids during Halloween or they need a high quality chocolate gift box during Christmas or Valentine’s. Whatever they need, it has to carry the emotion of the season.
According to Kati Cronenberg - brand manager - Kalev’s target group is very wide ranging from teens to elderly people. Seasonal collections reinforce the bond with existing consumers since we are there for them during every celebration. This is one way we could show “Kalev love” to our consumers.
What was the main problem to solve?
Kalev renews its Classic Christmas collection in every three years. Kalev is one of the most known and loved brands in Estonia. The main problem to solve is to come out with something fresh, new and different from previous collection.
What was the design playground?
When working on a special edition, there are certain elements that are always there, like Kalev logo. We also pay very high attention on design and material quality to create rather premium feeling. But, since the seasons and target groups are very different (Halloween vs Christmas), we can not say that design wise we have very strict guidelines that would be common for all seasonal collections.
