Legacy Chocolates: Extending the Legacy

Legacy Chocolates, which happens to have one of its two retail stores in Menomonie, Wis., took on the big chocolatiers last year with new copy-intensive packaging from DBD International, which happens to be based in the same town. This is not strictl

Published on

Editor's Pick
Legacy Chocolates, which happens to have one of its two retail stores in Menomonie, Wis., took on the big chocolatiers last year with new copy-intensive packaging from DBD International, which happens to be based in the same town. This is not strictly a coincidence, since DBD president David Brier discovered the local store, then, with some entrepreneurial finesse, discovered the client. More recently, Legacy added extensions to its brand, with a line of coffees and a cocoa mix "to satisfy the insatiable cravings of the Legacy consumer," quips Brier. For the coffees, "the trademark Legacy blue is used to provide consistency, while alternate fonts for product titling convey the 'artifact' quality and distinction of the product line," he adds. The cocoa mix packaging (see the PDF) "follows the Legacy brand colors and overall sense of style, and a tall, slender box is hard to ignore." As for the flagship chocolate truffles packaging, also in this PDF, what's hard to ignore is a customer base that's more than 80% female, which called for a design that "imparts a seemingly infinite variety of facts, tidbits and stories about chocolate, thereby creating a package so inviting that once the contents were gone, the mere concept of throwing the box away would induce permanent psychic trauma," says Brier. Yes, he's the copywriter on all the work, too. "This translated into a box that would have a great 'afterlife,' being used for any conceivable purpose while continuing to promote the Legacy brand." It's done so, he claims, to the tune of more than tripling sales. See www.dbdintl.com for more.
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Mar 10, 2005
Design:
DBD International
Client:
Legacy Chocolates
Creative Director:
David Brier
Copywriter:
David Brier
Designer:
David Brier
Photographer:
Bill Wikrent
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age