Nestlè Perugina: Perugina Tabló

Perugina was looking to expand its portfolio with a milk chocolate bar that would be distinctive and recognizable across Europe’s competitive chocolate market.

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Perugina asked our design team to reimagine this representation of chocolate, and to create “a chocolate bar for all.”

01

Challenge

Chocolatier Perugina became a symbol of love in Italian culture in 1922, with the release of their distinctive, and now famous, Baci—small chocolate and hazelnut “kisses” enclosed in multilingual love notes. Following its acquisition by Nestlé in the late 80s, the brand released a line of dark chocolate called Nero Perugina to great success.

By 2009, however, Perugina was looking to expand its portfolio once again, with a milk chocolate bar that would be distinctive and recognizable across Europe’s competitive chocolate market.

02

Research & Insights

03

Solution

After prototyping the new bar with chefs to understand the full customer journey, our team worked with Nestlé Perugina to release the highly distinctive Tabló bar to the European market.

Rather than drawing upon emotions of intense pleasure and love, as Perugina’s other products do, this new chocolate bar inspires feelings of familiarity, community, and camaraderie. Its strong visual identity strengthens the Perugina brand, catching the eye on crowded candy shelves.

4

flavors

The Perugina Tabló launched in 2012 to the European market. It is currently offered in four flavors—dark, milk, white, and hazelnut.