ABOUT

“Le chocolat des Français” manufactures natural and handcrafted chocolate bars 100% made in France. To break barriers of traditional chocolate, the brand adopted a bold and unconventional choice of colours; as well as funny and provoking illustrations of France. From its creation, it deliberately chose to move away from market standards by collaborating with more than 500 artists, releasing more than 1000 different bars. The challenge was to create seven new bars and promote them to our main target: tourists who visit France. We play on positive and negative clichés tourists have about France and invite them to only keep the best of France: “Le Chocolat des Français” and the positive symbols illustrated on its bars. Seven different illustrators, seven different styles with one common denominator: playful and gutsy treatment with a colorful palette, to create positive packaging that contrast with a negative background.