Fable Chocolate
A packaging system where every bar tells its own story.
↗Pentawards Gold
(01) Overview
Fable is a bean-to-bar chocolatier in Zürich with twelve single-origin bars and one problem: on a shelf of gold foil and Alpine meadows, nobody could tell them apart. We designed a packaging system built to be collected, gifted and photographed.
(02) The challenge
What stood in the way.
Swiss chocolate packaging is a sea of cows, mountains and gold. Fable needed to look premium without the clichés, scale to new origins every season, and stay recognisable from four metres away in a duty-free aisle.
(03) The approach
How we cracked it.
We gave every origin its own geometric pattern built from the same six shapes, so each bar is unique and the range still reads as one family. Uncoated paper, no foil, a single black wordmark. The gift box became the hero: a lid that shows the whole collection at a glance.
(04) Results
What moved.
Measured 90 days after launch against the baseline we agreed in week one.
Pentawards 2025
Gift-box sales
Instagram mentions
People buy the whole set just to see the patterns side by side. Our packaging finally sells the chocolate before anyone tastes it.
Lena Vogt
Founder, Fable Chocolate
(05) Credits
Idris MensahNew York
Aya MorenoLisbon
Nadia HaddadLisbon
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