MaRa World chocolate packaging and branding concept design is the diploma project of Khrystyna Davydenko, at the Department of Graphic Design LNAM in Lviv, Ukraine. Davydenko is part of the creative DAVYD Team run by three Davydenko sisters, who as a team strive to create beautiful, functional, and responsible design.
The MaRa World is a craft production of eco-sweets with a mission to create harmless pleasure and inspire for a more conscious and joyful life
Each bar of chocolate, marzipan, and halva is created by hand with love and the idea that our life is beautiful. The founder wants sweets to transmit positive energy, love of nature, and conscious choice. This ideological approach is communicated at all stages of brand development and production. “The brand’s mission is to create a “harmless pleasure” and inspire people for a more conscious and joyful life. The list of important aspects is a visual delight, aesthetic serving, and simple natural taste”, the designer writes.
With a name inspired by astrology and a balanced world, the visual identity follows the concept through form, color, and material choices
The MaRa name is a combination of terms from the astrology of personality, where Ma (Mars) – a sphere of motivation, willpower, and courage, and Ra (Rahu) – a sphere of instinct, a constant thirst for pleasure. Inspired by the idea of a balanced world, a space of synergy with these opposite human elements. The visual concept consists of three: freedom of nature, the strength of personality, and conscious choice. Which take form as contrast and defined shapes, bright colors and craft eco materials, natural light, and fluent lines.
The visual concept consists of three: freedom of nature, the strength of personality, and conscious choice. Which take form as contrast and defined shapes, bright colors and craft eco materials, natural light, and fluent lines.
To emphasize the idealogy and strengths of the brand, only black color was used for printing, it being the most environmentally friendly choice, and paper, which consists of 50% recycled material, were used. In addition to the individual forms of packaging, a reusable bag and products with the brand’s social slogans were created. “The visual solutions were aimed at expanding the brand’s audience, making the visual presentation relevant to its high-quality products, and conveying its values”, Davydenko writes.