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InspirationGraphic Design

Butterfly Cannon's identity for Montezuma's Chocolates inspired by a passion for Latin America

When you explore the world (remember those days?), searching for adventure, you might be inspired to set up a chocolate brand, like the founders of Montezuma's Chocolates, which recently got a refresh courtesy of London design agency, Butterfly Cannon.

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Stylised letter M in teal and gold featuring botanical elements, a star, a suitcase, compass and directional sign reading West Sussex, against a bright blue background

The company began over 20 years ago when its founders Helen and Simon fell in love with Latin America and the extraordinary chocolate they found on their travels there. Since setting up shop in Brighton to make handmade chocolates in a multitude of flavours, using only ethically sourced ingredients, their business had grown organically. Now they've got increased investment and an ambitious plan for growth beyond their own stores, so they approached Butterfly Cannon to re-focus the brand's purpose and re-think its creative platform and visual identity on its packaging to attract a more "urban ethical consumer".

For the core brand icon, the agency broke the Montezuma's 'M' out of the ubiquitous star that it sat in, "boiling down and sharpening it to make it the instantly recognisable star of the show". It's now more than just an 'M' for Montezuma's, it is a "portal through which to explore a fantastical world of flavours and much, much more," explains the studio. It's accompanied with eclectic, hand-drawn illustrations and photographic elements that communicate integrity in sourcing ingredients, with each element telling a different part of the Montezuma's story, all with a "very British twinkle in the eye!"

There's a unique wordmark designed to reflect the sharp edges within the brand icon, while a six-pointed star in place of the apostrophe in Montezuma's is a "reassuring nod" to the old brand identity.

The central theme of "discovery and variety" is brought to life on its packaging through individual flavours having their own 'M' icon. Within each icon, the illustrations and colourways shift and change to tell the story of the flavour and bring to life quirky product names such as Nutterscotch, Like No Udder and Smooth Operator. These are executed in a bespoke Montezuma's Sans typeface created to "optimise legibility while reflecting the hand-drawn approach within the illustrations".

An important consideration was to ensure that its new packaging designs reflected the "ethical and sustainable ethos" behind the brand. Butterfly Cannon specified eco-friendly packaging across its client's entire range, making them the first British brand in the premium segment to do so.

Montezuma's Chocolates packaging in vibrant colours featuring flavours including Hot Pickle, Smooth Operator, Minted, Cheeky, Sea Dog and Splorch with illustrated butterfly motifs
Montezuma's Chocolates packaging featuring a grey wrapper with the brand's 'M' logo and recycling symbol, alongside a blue box with yellow accent on a yellow background
Montezuma's Chocolates book collection featuring colour-coordinated spines in blue, yellow, orange, red and pink with the Chocolate Library branding and illustrated covers.
Row of Montezuma's Chocolates packaging boxes with turquoise and yellow gradient design against a pink background
Montezuma's Chocolates packaging boxes in turquoise and orange arranged on a yellow background, featuring the refreshed brand identity with illustrated 'M' star icon and hand-drawn artwork
Montezuma's Chocolates green packaging with orange circular labels arranged diagonally on a pink background, showcasing the refreshed brand identity by Butterfly Cannon
Montezuma's Chocolates rebrand by Butterfly Cannon showing packaged products and a teal box with geometric M logo on pink background
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