Russia-based designer Daria Ksenofontova created packaging for PURE's 'Chocolate for Couples' candy bars. This romantically themed branding is a playful way to mix and match different chocolate bars to suit individual tastes.
Each bar is wrapped in a colorful label that conveys either a feminine or a masculine theme. This imagery is conveyed through the use of different typographic styles and small graphics. The designer notes that women are drawn to curvy writing and brightly colored labels while men are more drawn to bold fonts and neutral colors. For example, the 'Playful Lucky Lime' flavor uses lime green packaging and white cursive writing. Additionally, 'Real Salt of the Earth' uses a black background and bold white lettering.
The goal for the Chocolate for Couples candy bars is "to create a chocolate, which will be oriented not only for men or women but for couples."