MALICE: 3D CHOCOLATE
Identity
Package Design
Marketing
Advertising
Copywriting
As a 300-Thousand-year-old Hunter-Gatherer species, we’re able to deal with prolonged famine, and programmed to gorge when we do find resources.
This biological contradiction, coupled with the food industry’s incessant production of hyper-palatable foods [flavors present at levels that don’t occur in nature], basically makes us miserable.
MALICE Chocolate embraces technology and trend, but also makes use of gallows humor: a marketing language that is fast becoming the only one consumers hear.
EAT YOUR FEELINGS
Recent thought on intermittent fasting suggests that not only do we not need to eat three times a day, but we may not even be engineered to eat every day.
As with any product, emotion accounts for most of our eating behavior. We forge relationships with our food because snacks are loyal: they’re consistent, and they’re always around. Over the last few years, food has become even more like an obliging family member.
Chocolate is unique among hyper-palatable foods in that it releases increased levels of oxytocin, the “love hormone", responsible for feelings of pleasure and belonging — often in short supply.
MALICE embraces its own contradictions in the food market, and in human life: we want to taste new things — feel some things intensely, and evade other feelings entirely. We eat to live, but we snack to forget the ugly side of life, and remember the best parts.
WHILE SUPPLIES BLAST
Clever marketing can go a long way, but trends change daily. Poking fun at your own product, particularly in the confectionery space, goes a long way. But, it still needs to be balanced out with a brand that has worth, and a product that’s actually different and new — not just in name.
Breakthroughs in edible 3D printing are coming fast. Subscription-based, aka “Drop” business models are also very much on the rise: the idea of limited supplies, one-offs, and collectibles dominate the market.
This three-pronged attack of self-depreciation, technology, and FOMO makes MALICE a contender for the next must-have “collector’s treat” — a prize you just might want to look at, pose with, and pet, rather than eat.
