In the spring of 2023, I had the opportunity to redesign Theo Chocolate’s Halloween line, with the aim of creating a more artistic, handcrafted aesthetic that highlighted the brand’s commitment to artisanal craftsmanship. The brief emphasized the importance of making the packaging feel distinct, seasonal, and exploratory while conveying the unique, handmade nature of each product. These Halloween-themed treats were sold exclusively at the Theo Chocolate retail store.

THEO CHOCOLATE HALLOWEEN

PROPOSED DIRECTIONS

After careful review, we chose to move forward with the haunted house concept. In this design direction, each piece of packaging would represent a different part of the same haunted house, with a playful cat guiding you through the experience. I aimed for the packaging to evoke a sense of imagination and whimsy, steering away from the typical spooky elements of a haunted house. Instead, I envisioned it as a world where the ghosts are more quirky and friendly—think spirits who love to read and just want to lend you a good book.

FINAL DESIGNS