RESEARCH & INSIGHTS

A Chocolate Bar for All

Historically, chocolate has been perceived as an extravagance, associated with luxury and enjoyed by the wealthy and elite. Perugina asked our designers in Milan to reimagine this perception of chocolate, and create “a chocolate bar for all.” We envisioned a bar that was rich and distinctive, but not exclusive; one that was accessible and easy to share.

RESEARCH & INSIGHTS

Curve Appeal

We engaged directly with chocolate lovers to understand more holistically their experience, and uncover the root of people’s passion for the candy. Eating chocolate, we learned, is a highly visceral and emotional experience, characterized by a sense of succumbing to an irrational, yet enjoyable, impulse. This inspired us to design a bar that lacked any corners or sharp edges, implying an escape from formality. With its many curves and holes, the shape of Perugina’s new candy bar reflects feelings of playfulness, whimsy, and delight—forms of pleasure one can experience alone or with others.

RESEARCH & INSIGHTS

Less is More

The most distinctive feature of the new chocolate bar is not what you see when you unwrap it. It’s what you don’t see. There’s a round “porthole” in each segment of the bar, which not only adds to its playful and unique appearance, but also enhances its flavor. By allowing air to play a role in each bite, the hole quickens the melting process, which creates a more consistent taste and intensifies the sense of gratification.

RESEARCH & INSIGHTS

Shaped to Share

From the outset, the client wanted a chocolate bar that encouraged collective enjoyment. The bar’s chunky structure and defined grooves make it easy to crack, stack, and share with others, while its repetitive pattern implies that there’s plenty to go around.