CONTEXT. The Apriori brand (previously known as "Apriori") has a strong product on the market – original, premium-quality chocolate with a high cocoa content and natural ingredients. However, the previous design was outdated and didn't sufficiently convey its emotional component and value.

STRATEGY. We determined that the key motivation for chocolate buyers is self-reward, pleasure, and a moment of enjoyment. This led to the brand's new strategic idea: "Enjoyment is everything. Apriori." We developed a brand platform in which taste, aesthetics, and emotion merge into a single language.

PACKAGING DESIGN. We reimagined the brand's visual language. The new Apriori packaging is about enjoyment in the details. In the new APRIORI design, we focused on the brand's core feeling – enjoyment through taste. While the packaging previously communicated the product in a rational manner, it is now more emotional and vibrant. There are no random details—everything is subordinated to the idea of "taste as the ultimate pleasure." We deliberately built the design architecture so that taste becomes the central character. The packaging features close-ups of the ingredients—juicy fruits, nuts, and cocoa beans. They seem to burst from the plane, awakening the desire to taste. It's a visual metaphor for pleasure that cannot be ignored. Even the logo now plays a different role—it's positioned vertically, as if accompanying the taste rather than competing with it for attention. This decision underscores the brand's philosophy: pleasure is the primary focus, and everything else is merely a beautiful frame around it.

RESULT. The Apriori rebranding allowed the brand to transcend the rational perception of chocolate. Now it embraces chocolate as an emotion, a moment of silence and joy. The brand has rediscovered its essence—pleasure as a natural part of life.