Agency: Goh Jia Hern


Rebranding a chocolate product from Cocoraw, a local Malaysian chocolate brand, to capture Malaysia’s unique flavors and culture for the tourists to bring their experience in Malaysia back home. The issue is that most of the chocolate packaging representing Malaysia is plain, lacking the sense of being Malaysian. The brief is to create a stable packaging that not only looks good but also serves its function in protecting the chocolate product itself.

The packaging is designed to be compact and easy to store, its inside consists of four individually packed chocolate bars and a free gift, the sculptured tiger-shaped chocolate. Taking into account that tourists have to travel with it, the size and sturdiness of the packaging are crucial. The design theme is focused on Malaysia’s favorite national animal, the Malayan Tiger with the aim to educate and bring awareness for the critically endangered animal. Depending on which side the audience looks at, there will be facts and information about the animal. Sticking with hand-drawn style for most of the graphics gives a sense of traditional and nostalgic quality while keeping the fun and friendly, on-the-ground tone.

For the individual chocolate bar, the packaging is decorated with a unique pattern for each of the flavors to simulate the taste of the chocolate itself. A combination of bright textured color and fun typography are paired together to further complement the different flavors – Gin Limau Nipis, Creamy Milk, Salted Gula Melaka, and Classic Teh Tarik.


Cocoraw Chocolate Packaging Concept Design

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