Delicata is a household chocolate brand established in 1926 by the largest Dutch supermarket concern Albert Heijn. Ever since the company invested in developing quality chocolate for an affordable price, making it accessible for a large audience. The brand however never transcended its functional purpose, and as such has little brand recognition, value and preference with consumers.
The brief was to reposition Delicata from a household brand into a venture brand that can compete with A-brands within the chocolate category, and to create a new inspiring brand idea, a recognizable visual identity and exciting packaging that stands out on the shelf. With around 60 skuâs divided into four specific chocolate collections, each with a range of products aimed at specific chocolate lovers, the challenge was to create a design approach that clearly differentiates the collections from each other, yet still behaves as one brand.
Renewing the Delicata brand and relaunching it with a design-driven multi collection strategy.
