What if your chocolate bar could inspire you to play music? Fortnum & Mason has explored just that, with a new range of chocolate bars that each have their own soundtrack.
Working with Otherway, the collection, called Bars of Chocolate (there's a double meaning there), invites taste to meet melody, turning each bar into a multi-sensory experience. All 16 chocolate bars are paired with a different original musical score, which was written to denote the product's taste. It's definitely something new for packaging design.
Music production company Mcasso and composers Nathan Britton and Jasmine Meaden created the original piano pieces, designed to mirror the journey that the consumer takes from first bite to final note.
The front of each package hints at the musical notes inside, with artwork by Victoria Semykina. It's only when you eat the whole chocolate bar that the full score is revealed and you are invited to play, listen or experience the music as you eat. There are 16 unique compositions to match 16 different Bars of Chocolate.
"Our ambition was to re-energise our range in a fresh, unexpected way, creating a collection that celebrates flavour, creativity and the joy of discovery that defines Fortnum’s and stood out from the crowd," says Fortnum & Mason's head of product and packaging.
"The resulting design, that plays on a sense not often used in packaging, has delighted and charmed our customers and exceeded our expectations."
In fact, the collection has had measurable impact on sales, compared to the previous design and I'm not surprised. I think it's a winning idea.
