AI, Packaging, Visual identity
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Hazelnut chocolate spread, reimagined as a bar, brought to life with a character.
Hazella is a hazelnut chocolate spread bar, a product concept that needed to communicate both indulgence and familiarity. Zoom Trade wanted a character mascot with enough warmth and personality to build long-term recognition across the product line. Like ChocoNana, the brief was shaped through a structured client questionnaire, references in, dislikes noted, and emotional territory defined. The creative direction from there was entirely ours.
The client needed a chocolate bar with enough personality to cut through on crowded shelves, but the visual territory needed to feel completely distinct from ChocoNana while still belonging to the same Zoom Trade product family. Generic wasn't an option. Neither was too-similar.
I developed a complete character-led packaging system for Hazella, fox mascot design, typography, colour palette, and packaging layout. The fox was the central creative decision: clever, warm, slightly mischievous, it mirrors the product's character. Something familiar repackaged in a surprising and delightful way. The rich blue and warm orange colour palette creates strong shelf contrast while the illustrated product shot grounds the packaging in appetite appeal.
The central idea is familiar made exciting. Hazelnut chocolate spread is a product everyone knows, Hazella's job is to make that familiarity feel like a discovery. The fox mascot does that work: it's unexpected enough to stop you on shelf, warm enough to make you trust it, and memorable enough to make you come back. The product shot alongside the character answers the practical question, what is this?, while the fox answers the emotional one: this looks fun.
Approved by the client. Currently in the production pipeline pending back-of-pack technical finalisation. The fox mascot is designed as a scalable character asset — built to extend across future Hazella variants and sit cohesively within the growing Zoom Trade product family.
