Brand: Chocolate Monggo is an Indonesia-based artisan chocolate brand created by Belgian chocolatier Thierry Detournay, fully produced in Indonesia with 100% local ingredients. The brand offers dozens of high-quality, innovative chocolate products across multiple formats available at specialty cafes, up-market grocery stores and Duty-Frees across Indonesia.
Challenge: Given its high level of growth over the last few years (and resulting "fragmentation" in packaging and branding identity), the challenge was to fully redesign Chocolate Monggo's core product offering across two formats - 80gr block and 40gr bar - that allows for complete harmonization of the brand across chocolate varieties and seriously "premium-izes" the brand to compete effectively with global luxury and local artisan chocolate brands at retail.
Outcome: A total revolutionary redesign of Chocoloate Monggo's branding and packaging - from logo and font-types to label structure which more effectively utilizes eye-tracking fundamentals. Entrant focused their efforts on first simplifying Monggo's logo (which would render better across digital channels like e-commerce and social media), and then vividly illustrating what sets its chocolates above the others - high quality ingredients and innovative flavors. Entrant injected a big dose of color branding and stronger visuals to appeal to a larger number of consumers (both domestic and international) who need to quickly identify the brand's premium product qualities to encourage trial and switch to Chocolate Monggo as their preferred chocolate brand.