Montezuma’s Chocolates undergoes major rebrand
UK confectionery brand Montezuma’s Chocolates has undergone a major packaging rebranding across its premium product portfolio.
The company approached design agency Butterfly Cannon, which has worked with a number of businesses within the food and drink sector, for the rebrand, amid challenging times for a retail sector heavily affected by the coronavirus pandemic.
With two decades in the confectionery sector, West Sussex-based Montezuma’s was born out of its founders’, (Helen and Simon Pattinson), love affair with Latin America and the extraordinary chocolate they found on their travels there.
As Butterly Cannon explained, through consumer research and working with the team at Montezuma’s, the purpose became “inviting consumers to discover extraordinary chocolate flavours crafted with creativity and flair”.
In terms of the design restyling, the Butterfly Cannon broke the Montezuma’s M out of the star that it sat in, boiling down and sharpening it in order to make it the instantly recognisable star of the show. More than just ‘M’ for Montezuma’s, the brand considers it ‘a portal through which to explore a fantastical world of flavours” with hand-drawn illustrations alluding to the manner in which the chocolate is made.
Additionally, the company added that its wordmark has been designed to reflect the sharp edges within the brand icon, while a six-pointed star in place of the apostrophe in Montezuma’s is a reassuring nod to the old brand identity.
According to Montezuma’s, initial feedback to the new designs has been extremely positive, with comments from consumers via social media and increased store listings, including more lines being added in John Lewis Partnership. Montezuma’s said that one of the key considerations for the move was to ensure its new packaging designs reflected the ethical and sustainable ethos behind the brand. The business has specified eco-friendly packaging across its entire range, which is believed to be a first by a British brand in the premium segment.
In addition, Montezuma’s swapped globally-based suppliers for ones within Europe, with cartons created from FSC board with aqueous varnishes and glues, with no foiling and common finishes to avoid excess die creation. Inside, the bars have moved from a standard triplex plastic-based flow wrap material to being wrapped in fully recyclable EcoFlexi, a 100% paper based material.
Commenting on the redesign, Debbie Epstein, marketing director for Montezuma’s, said: “We’re absolutely delighted with the new brand identity and packaging that Butterfly Cannon have created for us. It has given the brand a new lease of life and the response has been incredibly positive from both the trade and consumers. The design is bright, bold and quirky, yet still premium, reflecting the brand perfectly.”