Covet's branding and packaging reflects the company's organic, natural philosophy while emphasising the concepts of craftsmanship and small-batch goods made by hand. The illustration on the front cover depicts chocolate-making as an art form. While detailed and refined, it is also minimalist and striking in a way that aligns with the company's purist vision and request for a luxury look and feel.
The use of coloured pencil mirrors the company's commitment to use organic ingredients sourced from nature. An illustration of a bird passing an organically grown cocoa bean is subtly incorporated to introduce an animalistic element together with a poem in the form of a letter engraved as the backdrop intended to be read by any observant customers. It is no coincidence that the material used for the outer package is recyclable paper stock which echoes the brand's natural approach.
Through this unique design feature, Covet's intention is to create a more sustainable, less disposable approach to packaging and raise brand awareness through product differentiation. The idea behind this is that Covet customers can keep part of the packaging as a functional tool instead of throwing it away (which is what happens with most other chocolate brands).
What sets the packaging design apart from other bean-to-bar chocolate brands is that customers have the ability to personalise the illustration (the armchair at the front) using the 18 unique pattern stickers supplied in each package. This part of the packaging can be torn off and repurposed as a coaster or bookmark.