OUGD401 - Practical Research Project - Revision of Practical Ideas

After having a critique for my initial ideas a lot of people said that having a neutral packaging was kind of pointless as it probably wouldn't sell due to it not having anything special about it to make people buy it. So I decided to come up with another idea that would represent my essay better, playing on consumers perception of quality. 

I looked again at my case study and decided that I should rebrand one of the chocolates that I used to represent what kind of reception it got. I was tempted to brand Lindt to look cheap and most people thought that this was the chocolate that tasted the least expensive. But I thought that this wouldn't be appropriate as I am trying to display that packaging can make people think that the product will taste better than it actually is due to the packaging alone. So I decided to go for one of the chocolates that scored highly and I chose Aldi's luxury brand Moser-Roth. I started researching the brand and found that it had quite an interesting heritage and it was it's own company before Aldi took it over in 2007. 


The History of Moser-Roth

The company was founded in 1841 by pastry chef Wilhelm Roth Jr. in Stuttgart. In 1876 Roth retired from the company and the small factory was taken over by Wilhelm Wagner and Kommerzienrat Sproesser. In 1881 the company moved to larger premises.

In 1896 Moser merged with its Stuttgart competitor E. O. Moser & Cie, which had been founded in 1846 by master confectioner Eduard Otto Moser (1818–78).

The brand name Moser-Roth was registered in 1902. Moser-Roth was the largest chocolate factory in Stuttgart in the 20th century, around 1910 employing as many as 550 people. Other chocolate companies in Stuttgart at the time included Eszet, Haller, Waldbaur, Schoko-Buck, Friedel and Ritter, of which only the last is still in existence.

Early in 1942, the company was shut down for political reasons by the German government. In September 1944, the entire factory burned down in an air raid.

Karl Haller of Stuttgart acquired the Moser-Roth brand name in 1947 and in 1948 resumed production in the Obertürkheim section of the city. After his death the Haller company was acquired byMelitta; chocolate production continued until 1967, after which the Moser-Roth brand name passed through various owners, being finally sold to Storck. Since June 2007 Storck has produced chocolate for Aldi at Moser-Roth GmbH, located in the Berlin borough of Reinickendorf. Moser-Roth is Aldi's premium brand of chocolate; it received an award from the German Agricultural Society in 2007.

THE CURRENT PACKAGING

The current packaging is created to appeal to people who shop at Aldi therefore it is made to look sort of expensive and luxurious, but not too much to put people off. I want to recreate this packaging so that it looks how people thought it tasted - like a really expensive chocolate. But I also want to produce this by using cheap methods, so it could still be produced cheaply and be able to be sold for the same price, it would just look better and hopefully reflect how people tasted it in my case study.

I went back to the drawing board and decided to sketch some ideas rather than go straight to digital this time. I was stuck between using a script typeface or a serif one to represent the quality of the product. By the side I also played around with monogram logo ideas however I realised that the combination of M and R made mister and would probably be read wrong  and not as a chocolate brand. 

The back of the packaging design I feel is very cluttered and I particularly don’t like the bar code going across the whole of the back.