Packaging Design · 2024
Rushk Craft Chocolate — packaging design that got featured worldwide
A single-origin craft chocolate range that needed to look like it belonged on a specialty shelf next to European bars, not in the impulse aisle.
The challenge
Rushk was launching a multi-flavour bean-to-bar range with a tiny production run and no shelf history. Craft chocolate buyers scan for cacao percentage and origin before they read a brand name, so the wrapper had to carry technical credibility while still being warm enough for gifting. On top of that, every SKU had to print economically on the same substrate with only the plate artwork changing.
Our approach
We built the range around one fixed grid: brand mark at the top, flavour name in the optical centre, cacao percentage as a large numeral, and the certification and weight strip at the foot. Each flavour got its own colour field pulled from the ingredient itself rather than a generic rainbow palette, so the range reads as a family from two metres away and as individual bars in the hand. Artwork was set up with correct bleed, dieline and spot-varnish separation so the printer could run flavours back to back without new setup each time.
The design decisions
Logotype
A confident, slightly condensed wordmark that survives being printed 18mm wide on a wrapper foot.
Colour
Ingredient-derived flavour fields with a shared deep-brown base, so the range is coherent but scannable.
Typography
A single family across the range — display weight for the flavour, tabular numerals for cacao percentage.
Print spec
Wrapper artwork supplied with dieline, 3mm bleed, CMYK + spot separation and a printed proof cycle.
Applications
Out in the world
Delivered
What went out the door
- Bar wrapper system across the full flavour range
- Cacao powder pouches
- Gift and multipack sleeves
- Product photography for e-commerce and Instagram
- Label artwork for FSSAI, weight and ingredient compliance
Outcome
The range shipped on time and the cacao powder pouches were published on Packaging of the World, which is still the strongest third-party proof point in our packaging portfolio. More usefully for the client, the grid means new flavours can be added in a day without redesigning anything.
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Longer write-up: read the journal article.
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