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Brand Strategy & Packaging Redesign

Moonstruck Chocolate

“Alicia has exceeded my expectations. Most importantly, I know I can rely on her to give quality work. There is no room for error as we work with clients on deadline and on budget."

Holly Hagerman
Owner, Green Rising Marketing

About the Client

Moonstruck Chocolate makes handcrafted gourmet chocolates and truffles in Portland, Oregon, with a focus on ethically sourced cacao and fresh local ingredients from the Pacific Northwest. Their confections are sold in Moonstruck Chocolate Cafes, gift stores, and in larger retailers such as Whole Foods and New Seasons. The Food Network declared Moonstruck Chocolate “some of the most elegant truffles in the Western Hemisphere.” They’ve been recognized at the Oscars, the Emmys, on the Rachael Ray Show, Ellen DeGeneres Show, and by Oprah.


Project Goals

  • Assess the current brand and target audiences to determine if there is a “Brand Gap”, or if they are aligned.

  • Make recommendations on how to better align their brand and marketing materials to more authentically reflect who they are.

  • Conduct primary and secondary research to determine their target audience and where Moonstruck fits within the competitive marketplace.

  • Design new packaging for four flavors of tumbled chocolate products and bited-sized chocolate bars.



  • Moonstruck Chocolate is most commonly known as a maker of high-end truffles. However their other product lines were not as well-known.

  • Uphold the brand promise of a high-quality, gorgeous, delicious product while distributing through mass consumer channels – such as grocery stores – without diluting the brand.

  • Previous packaging for the tumbled line of chocolates needed to be completely overhauled.



  • Conduct a Brand Audit interview of CEO, Brand Manager, Master Chocolatier, and key staff.

  • Moonstruck Chocolate Cafes are known for exceptional customer service and an experience that truly embodies the brand. I conducted observational site visits and interviewed cafe staff to uncover key insights into the brand.

  • Reviewed target audience data from top market research firms, Ipsos and Experian, to determine consumer traits and commonalities

  • Produced a brand strategy book for Moonstruck Chocolate which contained an executive-level summary of brand strategy findings and recommendations.

  • Conducted extensive research on emerging packaging trends, consumer behavior, and perceived value to inform packaging design.

  • Photographed beauty shots and ingredient shots for mock-ups. Then art directed a professional photo shoot for final packaging.

  • Designed packaging for tumbled chocolate product line which needed to blend the luxury feel of the truffle line, with a more playful and casual mass market feel.

  • Created 3D renderings of packaging for client to use in sales sheets before actual packaging was completed.

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