Bringing to life a brand with a story to tell Struben

How could yet another luxury chocolate brand gain market share and grow sales?

Struben is a luxury chocolate brand built on a rich family heritage; its products are exclusively available online and through very limited retail channels.

Although consumer buying habits are changing, marketing a luxury chocolate brand online is a risky strategy. Did we have concerns? Yes. Were we up for a challenge? Absolutely!

How we’ve helped

  • Conducted in-depth brand research to tell a compelling story
  • Designed elegant packaging ‘cube’ format
  • Developed a customer-friendly product segmentation strategy
  • Modernised packaging with feature photographic lifestyle images
  • Supported launch with marketing materials, exhibition design and a new website

Challenge

Chocolate is all about taste. So when you’re trying to sell it online, there is an automatic barrier to sales conversion – the customer is expected to make a decision on a purely visual basis, without knowing the true quality of the product. This puts more pressure on the brand, the packaging, and the messaging to convince.  The client recognised this and asked Point 6 to develop Struben’s wordmark and packaging.

Our work would take us far beyond a cosmetic response to the original brief, and the client understood the value of allowing us to go on a bigger journey.

Solution

Our initial research uncovered a unique origin story dating back to the 1880s when the Struben family emigrated to South Africa and became pioneers of gold mining. We knew this platform could support an authentic and exciting brand. From here, we reworked the crest for better reproduction on packaging and then redesigned the packaging itself, opting for an elegant cube format.

We made product segmentation clearer and more memorable by naming each tier according to provenance. For Plantation, Struben’s premium chocolate, we used map contours of the area the cocoa was sourced from as the narrative element. Origins chocolates are made from country-specific cocoa, and each country was represented photographically. We visually represented Blends, which combines different cocoas, with illustrative swirls.

We used a palette of rich, sumptuous colours, sensitive typography, cold foiling and spot UV varnish across the range to create a sense of sophistication, and even designed the mold for the chocolates themselves. And to ensure Struben had all the necessary marketing tools for launch, we provided further services, including the creation of marketing materials, exhibition design, and the design and build of a new website.

Outcome

The Struben Connoisseur Cubes range was launched at ISM, the world’s largest confectionery trade show. Our client quickly gained new distributors and Struben chocolate is now available throughout Europe – signifying vast market growth from its origins as a single retail shop in the Netherlands. A move to exclusively sell online through Amazon saw the brand become a top seller on the platform in the run up to Christmas 2017 in Germany (number 1), the UK (number 2), and Italy (number 3), alongside the likes of Cadbury and Ferrero. No mean feat!

Point 6 have helped us successfully launch our Connoisseur Cubes collection and I’d like to thank all the team for their dedication, creativity and professionalism, their ability to understand our brand ethos, and also for being a pleasure to work with.

Edwin Vat, Managing Director

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