Marx Design 60 Loving Earth

  • Pou Auaha / Creative Directors
    Ryan Marx, Tristan O'Shannessy
  • Ringatoi Matua / Design Director
    Manuel Payan
  • Ngā Kaimahi / Team Members
    Samantha Bulkeley, Lydia Harden-Bull, Nicola Kearns, Hannah Jensen
  • Kaitautoko / Contributors
    Yuki Sato, Drew Robertson
  • Client
    Loving Earth
Judge's comments:

The Judges really liked how the colour communicated emotive taste and the brain’s response to when you eat chocolate. Very different for the category.


“Colour is the single most important product-intrinsic sensory cue when it comes to setting people’s expectations regarding the likely taste and flavour of food and drink.”
*Spence, C. On the psychological impact of food colour. Flavour 4, 21 (2015).

Based in Melbourne, Loving Earth has been creating delicious chocolate since 2007, with a vision to produce chocolate that is healthy, sustainable and fair for all of those involved from grower to consumer. You could say they were one of the OG pioneers in doing business the right way.

Loving Earth needed a new brand experience with their packaging, something to take them beyond their foundation of excellent ethics. To do this, we used colour to explore the emotional experience of chocolate: the cravings, the rush and the indulgence. We explored the abstract idea of the chemical reactions the brain triggers through serotonin and dopamine, and gave that a visual system: layers of graceful gradients of colour, a visual representation of flavour and emotion.

The crafted colour-led illustrations offer a glimpse into how we interpret the brains response to these feelings, beautifully printed on uncoated stock and matching colour cues from the recognisable ingredients. The system is infinitely expandable as more flavours join the line-up.

The result is a collection of chocolate bars, rich in both colour and flavour, breaking through a category filled with clutter and noise. Loving Earth has moved on from just a ‘treat’, it has become a standout product with great values and a promise to deliver a sensory indulgence.