Canvas Packaging idea

One idea that we had for the Green & Black's packaging and a possibility across the campaign was the idea to take Green & Black's back to basics and back to where it started. This idea would fit in well with the celebration of the 20 years in business as it would be a look back at how the company has developed. To do this, we would have used the original 70% chocolate bar as the focus and re-promote it again along with the campaign.

An idea for this 'back to basics' concept was that we could use canvas bags or sacks to represent the organic and the reality of where the cocoa beans come from. In theory this could have been taken as far as to actually use sacks that cocoa beans had been transported in.

One idea that spurred from this was to create some kind of canvas packaging for the chocolate. I used the existing re-designed packaging and changed it slightly to fit in the theme of a canvas stock and mocked up the net roughly for a test print.

I then cut the stock to A4 size and secured it to a piece of regular A4 plain paper. I used this to feed the canvas stock through an average home use inkjet printer and print the design roughly. It worked quite well and the result was not bad.

After some feedback, a few people said that the concept behind this idea was good but that the product itself wouldn't really work. It would also be really difficult to print on to a flexible enough stock that worked through a printer, and the medium would limit possibilities of products.

In the end we decided that this idea shouldn't be used, but that we would try to include the canvas bag idea somewhere in the campaign.