Multicolored Moonstruck Chocolate Co. redesigned chocolate bar packaging

Moonstruck Chocolate

Moonstruck Chocolate Co. came to Sockeye seeking to redesign the packaging for their classic bar offerings, while looking to expand distribution nationally. Once a leader and innovator (started in 1993), the brand was overpowered by a category that wildly expanded through competition, product innovation, bold flavors, flashy packaging and more. Our National consumer research revealed an important insight: the magic of chocolate disrupts the monotony of adulthood. In a category where more is more, we strengthened Moonstruck’s position by leaning into something only they possessed… a name that is powerfully emotional, as being “moonstruck” means to be dreamily romantic or bemused. As we celebrated the dreaminess of their name, we embraced the belief that chocolate is a gift you give yourself. Working with local artists, the new identity and packaging celebrates the ritual that takes place from purchasing to unwrapping to the chocolate itself — because where there is chocolate, there is magic.

Redesigned Moonstruck Chocolate Co. logo and identity on packaging
Redesigned Moonstruck Chocolate Co. packaging with illustrations by Ryan Bubnis & Tessa Rubenstein
Redesigned Moonstruck Chocolate Co. packaging
Redesigned Moonstruck Chocolate Co. packaging with illustrations by Lisa Congdon & Kate Bingaman-Burt
Redesigned Moonstruck Chocolate Co. packaging
Redesigned Moonstruck Chocolate Co. packaging with illustrations by Lan Truong and Brett Stenson