Rediscovering the Art of Swiss Chocolate

Carrack Chocolates entered the highly competitive and exclusive Swiss chocolate market with a unique story and a truly innovative approach.

Two smiling men wearing black aprons inside a kitchen, standing close with one man's arm around the other's shoulder.

Emile, a businessman with a travel agency, a background in finance, and a driving passion for mastery in all his pursuits, embarked on a journey to understand, perfect, and ultimately innovate Swiss chocolate-making. His obsessive curiosity led him to build his own husking machine and invest deeply in a factory, all driven by a desire to push the boundaries of traditional chocolate craftsmanship.

The challenge was clear: how to position this new venture in a market steeped in tradition and renowned for its high standards, while also showcasing the personal and pioneering spirit behind it.

Venn diagram with three overlapping circles labeled 'BRAND,' 'EXPERIENCE,' and 'PRODUCT.' The 'BRAND' circle contains the text 'Curiosity, discovery and surprise. How people experience us.' The 'EXPERIENCE' circle contains 'Insight through disruption.' The 'PRODUCT' circle contains 'Intrigue and interaction.' The overlapping areas contain text: 'Attention' with 'Unexpected experience.' between 'BRAND' and 'EXPERIENCE,' 'Assurance' with 'Question what you know.' between 'BRAND' and 'PRODUCT,' and 'Advocates' with 'I’ve learnt something.' between 'EXPERIENCE' and 'PRODUCT.' The center of the diagram contains 'Discovery. Interaction. Disruption'.

We addressed this challenge by crafting a brand strategy that leveraged the owner's personal journey of exploration and mastery. The strategy positioned Carrack Chocolates not just as a producer of fine confections but as an invitation to "rediscover what you know about chocolate." This resonated with a detailed customer profile eager to learn and explore alongside the chocolatier.

The core message shifted from a declaration of quality to an engaging invitation.

The brand put emphasis on sincerity in traditional Swiss processes, curiosity about the potential of perfected chocolate, and a disruptive spirit in uncovering new possibilities with recipe experimentation.

This strategy was the bedrock for the product line, which launched with six minimalist "Grand Crus" chocolates, each made with only three ingredients but with vastly different, surprising flavours.

A red and black logo featuring a sailing ship with leaves as sails above the word 'carrack'

Following the brand strategy development, we sought to develop packaging that would visually translate and clearly interpret these core concepts. A pre-determined budget allowed me to work with graphic designers who were the right fit for the brand’s unique essence: sincerity, curiosity, disruption, inclusivity, and nostalgia.

The resulting design was a strategic choice to attract customers by disrupting what they might expect from traditional Swiss products, inviting them to join a journey of discovery rather than simply telling them about the product's quality.

The logo of CarTrack with white text on a black background.
Colorful chocolate bar wrappers with labels featuring branding, cacao content, and other details.

The packaging design became the perfect vehicle to communicate Carrack's values.

The base template reflected a vintage travel ticket, with aged pastel colours and letterpress style typography. This design was a nod to both the brand's name, a carrack being a sailing ship, and the founder's passion for travel. It metaphorically served as a "ticket to join us" on a journey of discovery to exotic places like South America and North Africa, where the cocoa is sourced.

This simple, honest exterior, with its minimal ingredient lists, was strategically chosen to build trust and create a sharp contrast with the bold, bright surprise waiting inside.

The word 'cartrack' in white lowercase letters on a black background.

The element of surprise was delivered by a talented illustrator who developed six distinct patterns for the inside of the packaging. Each pattern reflected not just the flavour profile of the chocolate but also the distinct culture of the cocoa's source country. These vibrant, intricate designs contrasted strikingly with the simple exterior, giving the brand a distinct, surprising edge within the competitive landscape.

This unexpected reveal directly supported the brand strategy of rediscovery, demonstrating that while the craftsmanship is strictly Swiss, the possibilities are boundless.

Packaging label for a Carrack chocolat bar, 80 grams, with 50% cacao, featuring a yellow background, blue and red text, and details about origin, terroir, supplier, variety, vintage, and ingredients.
A pattern featuring red hearts with black and white striped details, orange geometric shapes, and blue accents on a light green background.
Black coffee packaging with white text, showing chocolate, origin Tanzania, Kilombo Valley, Kokoa Kamil, Trinitario, vintage 2022 from Carrack, with ingredients of 75% cacao, and a tasting profile of white, milk, and dark chocolate.
A poster with text about the Tanzania goddess Masai, with an illustration of a man and a woman, the man supporting the woman as she raises her hand skyward, with radiant lines around her and a cross above her head.
Black coffee packaging label with gold and red text indicating a dark chocolate-flavored coffee called 'Carrack.' It features a large central 'OAPA' and details about origin, terroir, supplier, variety, and vintage, along with nutritional information and an 80g weight.
Text in French and English about Tanzania and the goddess Masai, with an illustration of a male and female figure with moon and sun symbols, set against a black background.
Pattern of stylized women in 1950s pin-up style poses with a celestial background, featuring moons, stars, and sunbursts on a light blue background.
A dark chocolate bar packaging label indicating Carrack brand, 75% cacao, made in Tanzania from Kilimbero Valley by Kokoa Kamili. The chocolate is a Grand Cru, vintage 2022, with ingredients including white, milk, and dark chocolate.
Illustration of two intertwined mythological figures, a male and a female, in green, with a sun and a moon symbol behind them, with symbols and decorative lines around them.
Silhouette of a person standing on a mountain peak at sunset, surrounded by clouds and a colorful sky.
Illustration of two mythological figures, one male and one female, in green with orange accents, surrounded by sun and moon symbols, associated with Tanzanian mythology.
Black and white illustration of a mushroom cloud explosion.
Illustration of the Masai goddess of the moon, with a female figure reaching upward and a male figure holding a gourd, surrounded by celestial symbols, on a black background with gold and orange accents.
Black-and-white line drawing of a stylized human heart with detailed veins and arteries.
Pattern of colorful dancing figures against a black background, with geometric shapes and lines in pink, yellow, blue, and red.
A black silhouette of a woman doing a yoga pose, with her hands raised above her head and one leg bent, on a plain black background.
A repeating pattern featuring stylized trees with branches, leaves, and small flowers on a dark background.
A black background featuring white text that reads "THINK" with the "K" stylized in red.
Colorful pattern of dancing figures in pink, yellow, blue, and green on a black background, interspersed with geometric shapes and lines.
Carrack Chocolate Wrapper for OLAPA chocolate, Alex Hayn
A seamless pattern featuring stylized trees with blue and green leaves, pink clouds, and small pink flowers on a dark background.
Carrack Chocolate Wrapper for OLAPA chocolate, Alex Hayn
Black silhouette of a dog standing with tail up, facing to the right.
Black silhouette of a woman sitting on a bench with a dog, outdoors, sunset background with orange sky and clouds

Ultimately, this approach helped Carrack Chocolates launch with a splash of colour and flavour into the strict, clean world of Swiss chocolate, establishing a brand identity that continues to experiment and play.

A stylized illustration of a Carrack boat with cocoa leaves, for Carrack Chocolate in Switzerland, a brand created by Alex Hayn

Key people involved:

Emile Germiquet ~ Co-founder, Carrack Chocolate

Alain Chanson ~ Co-founder, Carrack Chocolate

Rohan Etsebeth ~ Graphic design

Alwine Nolte ~ Graphic design

Esti le Roux ~ Patterns

Livio Tronchin ~ Copywriting

To respect the confidential nature of my strategic work, my website offers a general overview of my process and project outcomes; detailed information is available upon request.

*