Project Manager: Michael Schiffman
Creative Direction and Design: Logan Florida

I was approached by Warren Struhl’s Chocolate.com to assess and redesign the packaging for its chocolate chunks line, using the product’s founding story as the foundation for a more memorable customer experience.

The project began with an audit of the existing packaging, identifying structural and experiential fail points. From there, I established a new packaging direction centered on a rigid two-piece construction that would reinforce customer experience and give the customer a box “they would want to keep beyond the product experience”.

Across the design process, I presented four visual directions and three structural approaches. These explored different ways to express the product story through form, graphics, and interaction. One concept introduced a removable catch within the insert, allowing the chocolate dust and smaller broken pieces to become part of the packaging experience rather than a byproduct.

The final solution included two rigid hat box constructions, decorated with a mix of classic and contemporary motifs. Together, the boxes created a distinct packaging identity for Grandma Anne’s story and gave the chocolate chunks line a presentation that felt nostalgic, generous, and refined.