The UK artisan chocolatier was founded by Helen and Simon Pattinson in Brighton in 2000 using only ethically sourced ingredients. The business has grown organically and with increased investment and an ambitious plan for growth, the firm commissioned design agency Butterfly Cannon to ‘re-focus the brand’s purpose and re-think its creative platform and visual identity on pack to attract a more urban ethical consumer’.
“For our core brand icon, we broke the Montezuma’s M out of the ubiquitous star that it sat in, boiling down and sharpening it in order to make it the instantly recognisable star of the show,” said Natalie Alexander, co-founder at Butterfly Cannon.
“This visual link allows a flexible approach to the brand assets whilst maintaining a cohesive identity. The central theme of discovery and variety is dramatically brought to life on pack through individual flavours having their own ‘M’ icon. The result is a versatile and infinitely adaptable branding system that future proofs Montezuma’s ever-expanding product range and informs everything from Instagram to the Montezuma’s stores,” she said.
According to Alexander, since launching in April 2020, the redesign has received extremely positive feedback from consumers via social media and has directly led to increased store listings, including more lines being added in John Lewis Partnership.
“We’re absolutely delighted with the new brand identity and packaging that Butterfly Cannon have created for us. It has given the brand a new lease of life and the response has been incredibly positive from both the trade and consumers. The design is bright, bold and quirky, yet still premium, reflecting the brand perfectly,” said Debbie Epstein, marketing director for Montezuma’s.