Simplicity was the key to My World’s Chocolate Buttons packaging winning a Gold Star in the Food Design Category in the 2009 Starpack Awards. Part of the new range of kids organic and Fairtrade chocolate created by design agency Pure Equator, the My World Chocolate Buttons paper-based pack features illustrations from artist Lucy Loveheart.
The My World range is the brainchild of design agency Pure Equator’s Creative Director David Rogers, who wanted to create a children’s lifestyle brand for his son Lewis, which would stimulate children in an inventive way. It is backed by a website with a free downloadable book, also written by David Rogers, and games and competitions. Lucy Loveheart, a renowned Norfolk-based children’s illustrator, came on board and inspired Pure Equator and its marketing partners with her magical creations and endless enthusiasm.
David Rogers tells the story of how his agency became a confectionery brand owner: “Around the summer of 2006 my little boy Lewis started his liking for everything chocolate. As a big believer and supporter of an organic lifestyle, I found it difficult to source Organic, Fairtrade Chocolate in the multiples and smaller independents. Also at this time as an agency, we were trying to recommend to our clients the benefits of recycled packaging and a more earth-friendly approach in general, and hence My World was born.
“For over ten years, Pure Equator has maintained, created and refreshed a host of high street brands to much applause, so we felt sure we could attack this launch with much gusto. We will always enjoy the design side, but this revitalised us as a company and has made us commercially stronger for our valued clients.
“It’s been an exciting learning curve for our design consultancy to develop its own brand from scratch, allowing us to experience everything our clients go through when launching a brand.”
Pure Equator embarked on the long road to brand ownership “with the help of Emporio Chocolat, experts in product development, marketing and distribution of quality confectionery to UK retailers and also New Vision Packaging who worked with us to develop the packaging.” David Rogers says, “Waitrose responded positively to the brand and listed it,” and it has been selling well in a declining economy since January. Two more product lines are planned to launch in November, with Waitrose again showing great faith and listing both.
David has emerged enthusiastic: “What an experience it’s been! I advise every brand consultancy to have a go. It really does educate you in the journey of a brand from creation through to completion. I think this proves that premium priced, organic, Fairtrade, recycled products will still sell in today’s climate if they are targeted and produced in the right way.”
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