Antoine Amrani Chocolates launches with premium branding
-- Packaging Digest, 10/1/2009 2:00:00 AM
Antoine Amrani Chocolates has opened its premium, artisan chocolate factory and launched assorted gift boxes of delicious chocolates online at www.aachocolates.com and at Dean & Deluca, New York, Washington DC, and at its exclusive factory store in suburban Philadelphia. Says local Philadelphia pastry chef and internationally recognized chocolatier Antoine Amrani, “I want people to return to the beauty and enjoyment of life's simple luxuries and small pleasures. This begins with beautifully designed packaging, and I believe the outside of the box needs to match the experience of enjoying the fine chocolates contained within.”
Hired to extend Amrani's vision to its brand identity, packaging and website was Smith Design,www.smithdesign.com. Smith Design's mission was to develop a compelling visual image that would make a bold statement in the super-premium chocolate category. “Our charge was to position Antoine Amrani Chocolates at the highest end of the premium segment and to visually convey classic tradition with modern, vibrant innovation,” says Martha Seidner, vp of Smith Design. Fred Potok, a partner in Antoine Amrani Chocolates, worked with Smith Design previously in his building and development business. “Smith Design was brought in because we needed the attentiveness of a boutique firm that also offers an extensive background in food, which is Smith Design's core competency. “
The rich, matte, mahogany brown gift boxes contrast with a chartreuse logo and banding on each lid. The papers used, from Mohawk Fine Papers Inc. (www.mohawkpaper.com), were selected for their environmental benefits. The brand's signature pattern is a European-inspired scrollwork that lines each box and shows through where the lid meets the base. The boxes are made by Simkins Industries Inc. (www.simkinsindustries.com) and the plastic insert tray for the chocolates is supplied by Tray-Pak Corp. (www.traypak.com).
In addition to packaging and chocolate designs, Smith Design also created a website, sales materials, a press kit and other branding identites for the chocolates. The attractive gift boxes come in four- and six-piece tasting sizes and 9-, 17-, 34- and 68-count setup box sizes that are retail-priced from $11.95 to $122.
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