BRANDING
ILLUSTRATION
MAMA CACAO BRAND & PACKAGING
BRIEF
The objective was to create a packaging solution that would stand out in a competitive retail environment and encourage impulse purchases. The project explored how strategic branding and packaging design could differentiate a chocolate product on the supermarket shelf while creating a memorable consumer experience.
MY ROLE
I developed the brand strategy, concept, visual identity, packaging design, structural packaging, and supporting illustrations. The project involved creating a complete brand experience, from concept development through to the final packaging solution.
PROBLEM SOLVED
Chocolate is often purchased impulsively, making packaging one of the strongest influences on consumer decision-making. While the majority of the world's cacao is sourced from Africa, many chocolate brands overlook its rich cultural heritage. The challenge was to create a distinctive brand that celebrated the origins of cacao while standing out in a crowded retail environment.
— BEHIND THE WORK
KEY DECISIONS
DESIGN DIRECTION & STRATEGY
Inspired by the concept of Mother Africa, I created Mama Cacao—a South African artisanal chocolate brand that celebrates the richness and beauty of African cacao. The visual identity drew inspiration from African art, using bold illustrations, vibrant colours, and expressive patterns to create a distinctive shelf presence.
To strengthen the storytelling, I designed a custom structural packaging experience that revealed the product through unfolding layers, accompanied by a brand story card explaining the origins and purpose behind Mama Cacao. The contrasting day and night colour palettes further differentiated the chocolate variants while reinforcing the brand narrative.
CONSTRAINTS & SOLVES
The packaging needed to deliver a premium unboxing experience while remaining practical for production and effectively communicating important product information. I addressed this by creating a bold illustrative identity that captured attention on shelf, designing a layered opening experience that unfolded the brand story, and keeping the reverse layout clean and functional for ingredients and nutritional information.
— THE JOURNEY