Three Chocolatiers
The Strawberry Trilogy: Three Chocolatiers Holistic Packaging
- Branding
- Packaging Design
- Illustration
Overview
This project involved the product packaging design for Three Chocolatiers, a handmade chocolate brand based in Sydney. The objective was to create a unique gifting experience for international visitors in Australia, especially highlighting the brand's bestseller: Strawberry Chocolate—a popular souvenir before leaving Australia. As the creative director, I led the visual identity and packaging design across multiple touch points. My responsibilities included the external and internal packaging, illustrated cover sheets, product stickers, a storytelling booklet, and custom illustrations that brought the brand narrative to life.
Role
Delivery
BRAND IDENTITY
Typeface
I selected and applied complementary typefaces to maintain a cohesive brand tone across all packaging and printed materials.
PACKAGING
External packaging design
The exterior box design uses minimal yet vibrant visual elements to reflect the natural sweetness and premium feel of the chocolate. I created a structured visual hierarchy and incorporated strawberries and cacao beans as key motifs to draw attention to the product's freshness and origin.
PACKAGING
Internal packaging design
To give customers an immediate view of the product, I applied line illustrations on a transparent film layer inside the packaging. This not only showcases the chocolate balls visually but also adds an extra layer of detail and excitement when opening the box. Design elements such as colour, line weight, and motif placement were carefully aligned with the external packaging to ensure consistency and elevate the unboxing experience.
BRAND STORYTELLING
Booklet design
The 6-page booklet serves as a tactile storytelling piece. Designed using a bold red color palette with Recoleta and Montserrat typefaces, the layout guides readers through the chocolate's journey in a warm and engaging tone.
Illustrated story booklet
The accompanying booklet tells the story of how the strawberry chocolates are made—from sourcing strawberries at local farms to freeze-drying, chocolate coating, and finally reaching customers at the Three Chocolatiers stores. Each step is illustrated in a charming, hand-drawn style to evoke craftsmanship and care, aligning with the handmade brand ethos.
- Harvest strawberries from local farms
- Freeze-dry the strawberries
- Coat them with chocolate in the factory
- Transport them to all Three Chocolatiers shops
REFLECTION
What I learned
This project deepened my understanding of brand storytelling through physical touchpoints and strengthened my ability to translate core product values into a cohesive visual language. I learned to balance aesthetic appeal with practical constraints, navigating material transparency, print finishes, and structural packaging design. Additionally, I gained valuable experience art directing across multiple mediums while maintaining brand consistency for an international customer base. Ultimately, the biggest takeaway was recognizing how thoughtful, intentional design elevates the unboxing experience, turning a physical product into a meaningful consumer memory.
