Generous since 1884
Packaging design for Anthon Berg, Toms Group
In a time where chocolate has been redefined, from mass production to high quality and premiumness, how does a brand stay true to its identity and strong heritage while renewing itself? How to make a historical brand contemporary?
Project details
Anthon Berg opened his first exclusive chocolate store in Copenhagen, Denmark back in 1884, and the brand has been on an extraordinary journey. Ever since Gustav Berg introduced marzipan in the beginning of the 1900’s, it has has made up a significant part of Anthon Berg’s products. Today marzipan is in fact considered to be the DNA of Anthon Berg, and for many years Anthon Berg was synonyms with marzipan bars and chocolate gift boxes, but the brand is now so much more.
In a time where chocolate has been redefined, from mass production to high quality and premiumness, how does a brand stay true to its identity and strong heritage while renewing itself? How to make a historical brand contemporary?
Our journey with Toms Group, who owns the brand AnthonBerg, began back in 2008, and since 2012 have we worked closely with AnthonBerg on numerous products. Latest, we have designed the pink doy bags with sugar coated almonds, mini marzipan bars and chocolate liquorice, making the AnthonBerg chocolates not only occasional but instead an everyday self-indulgence.
During the process we have been working together with the agency Robert/Boisen & Like-minded who have been a big part of the Anthon Berg journey, ever since they introduced the “generous-universe”.
Photo credits (styled images): Robert/Boisen & Like-minded
Case: Ren Rå marcipan
Anthon Berg decided to take the product Ren Rå Marcipan out of the market in 2010, leaving the playground entirely to its main competitor, who took advantage of the opportunity and started to use the iconic Anthon Berg pink colour. When reintroducing the product for the 2012 Christmas sales it was imperative for Anthon Berg to recapture the ownership of the pink colour in a new and contemporary design, and to convey the message of the superior quality of Ren Rå Marcipan.
The new packaging for Ren Rå Marcipan was strongly branded and took ownership of the iconic, pink colour yet again. The play on two shades of the pink colour makes the packaging very modern, while still retaining the great history of the brand and product.
Furthermore, the format was also changed to a format that’s not only unique in the category, but also has a larger surface, which makes it more prominent on the shelf. The matte foil makes the packaging more exclusive looking, as opposed to the shiny packaging of competitors, and the added images of marzipan and almonds gives a tasteful touch of food-appeal.
The product hit the stores again in November 2012, and the effect of the new packaging was immediate: Sales of the marzipan exceeded expectations as the original target was to achieve a market share of 10%, and the exit share turned out to be 13%, in a decreasing total market.
During the process we have been working together with the agency Robert/Boisen &Like-minded who have been a big part of the Anthon Berg journey ever since they introduced the “generous-universe”.
