Me to We
The client, ME to WE company, is a social organization that provides ethically sourced and sustainable products. Part of the profit from the sales of the chocolates is used to ensure that children in Ecuador have access to education. Their chocolate bars are sold online and in World Market stores. The target audience is adults 20-70 years old, especially parents/ grandparents that want to treat their kids with a fun and playful chocolate and help other children at the same time.
Their packages are pretty and bright, but the hierarchy needs to be improved. During my research, I found that the potential consumers could not easily identify the name of the brand and were confused with the amount of information on the packages.
The objective was to redesign Me to We chocolate bars, highlighting their brand identity and making the products more attractive and easily identifiable.
Discovery & Ideation
Looking for dieline examples on Pinterest, I saw one tower package that reminded me of the shape of a pencil. This sparked my interest in the concept
of “educational objects” and the idea of making chocolate pencils seemed the most
interesting because it was playful, authentic, and fun at the same time.
My peers suggested that I should incorporate elements from the other concepts, to make the final product more interesting and unique. After some iterations and research, I decided
to incorporate vibrant colors from “Ecuador”, simple shapes, and a confetti pattern that refers back to the children’s theme.