Having studied the potential of Russia’s dark chocolate market, Kraft decided to launch a new product line of Alpen Gold specifically for the dark chocolate lovers.

The Agency was faced with the task of communicating via a visual solution the exquisite taste of the product and its unique properties.

The target audience of the brand includes men and women of 20-45 years of age. These are family rather active people, who are prepared to do all things that come their way.

The design concept was built on the communicative platform of the Alpen Gold brand “When You Crave Chocolate” and is part of the continued updating of the brand’s image. The concept is indicative of the appetizing nature of the ingredients, which give rise to an irresistible desire to try Alpen Gold, which is famous for its wide assortment and excellent combination of chocolate and tasty fillings.