The making of the appearance of the “+1 in cubes” chocolate

Overview   Process   Real Life  

The client needs some sort of a game for children for putting inside boxes of chocolate. We decide to use stickers and try to think what they should look like.

Maybe, a height meter made of various kid stuff?

plus one process 05
plus one process 07

Or a super cow?

plus one process 09

A cube as a treasure?

plus one process 10

A cubic cow.

plus one process 11

Trying out ideas from different illustrators.

plus one process 12
plus one process 13
plus one process 14
plus one process 15
plus one process 16
plus one process 17
plus one process 18

Placing the cow on the packaging:

Doesn’t look good. Trying out other cubic cows.

plus one process 20
plus one process 21

Coming up with a cow that gives milk and chocolate at the same time.

plus one process 22

An animal of a cow.

plus one process 23
plus one process 25

Developing the idea into a super cow that gives super powers.

plus one process 26
plus one process 27

Yeah, power cubes.

plus one process 28
plus one process 31

Remembering how half a year ago an art director brought some candy to the studio for his birthday and wrote a letter:

Guys and girls!
I’ve brought some magic candy for you to our cafe on the fifth (in Moscow). Eat the pink one, and get +5 to beauty. The blue one will give you +5 to courage. The yellow one—+6 intelligence. And the blue one—+6 to programming style.
The changes will become evident to you and the others within a week.
Enjoy!

The blue candy were the first to go. Since the idea works, we must put it to good use.

plus one process 33

Going to a shop and checking out how the packaging prototype looks on a shelf.

plus one process 34

Client: Is it a cow or a bull? We need a gentle-looking cow without its udder sticking out.

Laying the cow aside for a while. The +1 idea looks promising by itself.

plus one process 43
plus one process 37
plus one process 38
plus one process 41
plus one process 42

Client: We like +1, but I want to see the cow, too. We need a character there.

plus one process 45

Kaleidoscope, euphoria, explosion and reckless racing—everything about childhood is here.

plus one process 47
plus one process 49
plus one process 51

Calming down the packaging and bringing the cow to the front.

Client: The cow doesn’t look kind and nice enough.

Redrawing over again.

Art director: The chocolate doesn’t look tasty and doesn’t look like a cube. And let’s try the chocolate barbells.

plus one process 56

Meanwhile, the work on the typeface for the name is well under way.

plus one process 77
plus one process 78
plus one process 79
plus one process 80
plus one process 81

Client: We held a focus group in a school, no one seems to understand what +1 means. Let’s just go with the cow. And hide the udder.

Looking at the result. Looks clean, yes. Meeting the client again and convincing to leave in +1 as well.

plus one process 58

Choosing the background, the breed of the cow, the spots, the ribbon color, the head angle, all that.

Thinking what to write inside.

plus one process 60
plus one process 61

Slogans for high school age.

plus one process 66

We’ll show the stickers on a picture, and the cow will reassure parents.

plus one process 64

Inventing the stickers.

plus one process 67
plus one process 68
plus one process 69
plus one process 70
plus one process 71

Trying on.

plus one process 72

The box has a special sticker. Maybe it was supposed to be the udder (in fact, no).

plus one process 62

A bit more reserved and tasty.

plus one process 73
plus one process 74

Creating individual wrappings.

plus one process 75

Putting it all together and preparing color proofs.

plus one process 76

Order a design...