Get Interacting With Covet Chocolate

by Jessica Deseo on 04/01/2020 | 3 Minute Read

Covet is a new style of chocolatier based in Dubai. Using an artisanal ‘bean to bar’ method, Covet meticulously sources the finest organically grown cocoa beans from around the world to deliver premium-quality chocolate to a discerning customer base. The company’s production process is nothing short of remarkable. To perfect the flavour and texture of the chocolate, Covet’s cocoa beans are handpicked, roasted, cracked, sorted, winnowed, ground, conched, tempered and finally wrapped with care and artistry.

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Covet’s branding and packaging reflects the company’s organic, natural philosophy while emphasising the concepts of craftsmanship and small-batch goods made by hand. The illustration on the front cover depicts chocolate-making as an art form. While detailed and refined, it is also minimalist and striking in a way that aligns with the company’s purist vision and request for a luxury look and feel. The use of coloured pencil mirrors the company’s commitment to use organic ingredients sourced from nature. An illustration of a bird passing an organically grown cocoa bean is subtly incorporated to introduce an animalistic element together with a poem in the form of a letter engraved as the backdrop intended to be read by any observant customers. It is no coincidence that the material used for the outer package is uncoated recycled paper stock which echoes the brand’s natural approach.

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While the illustration is simple and pure, it nonetheless communicates a background story and encourages customers to think twice and ask questions: ‘Who is the man sitting in the armchair, is he a traveller, chocolate connoisseur or chocolatier?’ ‘What’s his story?’ ‘Is the bird his pet or a carrier who brings the best ingredients from around the world?’ Answers may be found when you have the first bite of the Covet chocolate.

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What sets the packaging design apart from other bean-to-bar chocolate brands is that customers have the ability to personalize the illustration (the armchair at the front) using the 18 unique pattern stickers supplied in each package or showing their craftsmanship by drawing their own design on it. This part of the packaging can be torn o? and repurposed as a coaster or bookmark. Through this unique design feature, Covet’s intention is to create a more sustainable, less disposable approach to packaging and raise brand awareness through product differentiation. The idea behind this is that Covet customers can keep part of the packaging as a functional tool instead of throwing it away (which is what happens with most other chocolate brands).

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Editorial photograph

Editorial photograph

Covet Chocolate Poem in the background on the front:? Around the world again.?The Ivory Coast, Ghana, Nigeria, Cameroon.?Keep moving. Keep looking.?Indonesia.?Small farm to small farm, scanning the trees for perfect yellow pods.?Only the best will do.?Mesoamerica, where it all began.?Ecuador, Brazil.?Cascading boxes. The smell of baba.?I’ve been around the world and have accepted only the best.?The perfect beans I’ve sent home, but I cannot go with them.?Like the cacao tree, I work year-round.?Around the world, again.

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Editorial photograph

Editorial photograph

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