The Gold Box

Packaging design for Anthon Berg (Toms Group)

Almost everyone in Denmark knows “The Gold Box” from Anthon Berg. It’s an iconic product with, at the time of this project, an awareness of more than 80 % and status as the chocolate gift box for Christmas. Anthon Berg wanted to attract new consumer groups without losing the their existing and very loyal buyers, and hereby increasing the conversion rate to a proper level, considering the high awareness. Our task was to revitalize The Gold Box, ensuring that it would communicate generosity, modernity and mass premium without losing its recognition and feel of being a classic. 


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