After Siobhan sent over the designs, I created possible different layouts and asked the team what they like/don't like.
Front Sleeve
First, we discussed what size we would like the pattern to be - we deicide the middle one would be the most suitable as the first one looks too up-close where you may not be able to see what it is and the last one looks overwhelming as it is looks too bold. I played a lot with the layouts, trying to find something that was suitable and would make the logo stand out.
For three designs above, the idea was to use the full pattern over the whole sleeve but use an opaque shape behind so that the logo would be on top and would be easily seen. I made the shapes transparent as I didn't want to fully take away the design at the back as it would look to harsh if the shape was opaque. The circle was used as the pattern itself is very annular and I so it flows better, I also tried the rectangle with it placed on the bottom but that didn't work well because the shape looked odd with the pattern. I then tried a splatter-like shape so it looked more playful but that looked too childish.
These designs were inspired by the three sections of chocolate bars that would be inside of the tray. For the first one, it looks minimalist and simple but it would look odd on the packaging sleeve as it just looks too plain. The second one looks better and more lively than the first.
These three designs above are suppose to look like one large chocolate bar. The design is inspired by the cut/bite or snap of a chocolate bar when you dig in.
I thought maybe the pattern design looks too overwhelming full bleed so I decided to make it so the bottom would be white with the logo.
The last two, we still wanted it so the pattern wasn't overwhelming so I tried with removing the some of the pattern design around it but still making the pattern design around it work together.
The final three
After some consideration, the tree we liked the best were:
We liked this one as it looks quite simple yet it still shows the full design. We liked how the circle goes with the pattern as it makes it flow more easily.
We chose this one because we like the clean cut line on the right which gives it a sophisticated look and that the logo doesn't look hidden within the pattern.
The final one is the one we liked the most. The pattern design is missing from the middle, with the logo there instead which makes it more subdued. The pattern is also seen as leading lines so that all the lines would lead to the logo which makes it clearer to see. We like how the middle isn't perfectly cut, the design inside is missing but it doesn't disrupt the rest of the pattern design - it still flows nicely together.
Reverse Sleeve
The reverse outer sleeve required the UPSs (Handmade with love in the UK and Not for little monsters) so I thought that I would fill the design up with a large version of the USP and using the pattern design for the back may be overwhelming. They also required space for the ingredients list, barcode and I have also left a space for symbols such as for recycling as seen on their current chocolate bar packaging. I liked the idea of sectioning of the design in 3 parts, like the chocolate bar since it gives it a unique look rather than a genetic look with it all on one section.
Although we said we didn't want to introduce the pink further, their USPs had the pink or an orange and we didn't want to use a new colour as it wouldn't work well with pink, blue and brown. So for the reverse, we've kept with just the pink with the slight brown on the bottom of the logo.
I liked the idea of the '1 BAR OF JOY!' in their individual existing packaging as it sounds playful so I incorporated that onto the reverse but with 3 bars instead so the audience would know the contents of the product.
We chose the last design as we thought that the designs are more evenly weighted on either side and with the ingredients in the middle. The other two don't flow like the last.
