Eukarya — Lluc Crusellas
Branding & Packaging
Eukarya Lluc Crusellas is the chocolate brand of Lluc Crusellas, winner of the World Chocolate Master 2022. Lluc entrusted us with the design and identity of his brand, a brand dedicated to the world of chocolate, with high-quality standards and a signature touch. The name Eukarya originates from the eukaryotic cells.
We have designed a sober and elegant brand, with a dynamic graphic system capable of easily adapting to the extensive range of products. The basis of the identity is created from a single typeface with three variables. We use and compose the typographic variables of sans-serif, serif, and incise randomly in the characters of the name. This adds to the brand the idea of spontaneity, youth, and nonconformity.
The main colour of the brand is black, forceful, secure, and timeless. It is often accompanied by graphic elements applied with gold stamping. We only use colour when we need to define a range of products or create a product for a special series.
Following the graphic system and its implementation, we use the letters in different variables to compose them individually in each format. The letters act as if they were eukaryotic cells floating in the packaging. To create diversity, and depending on the type of product, we use the letters in different sizes or colours.
We wanted the brand's verbal communication to have a direct, close, and informal tone, just like Lluc.
For the design of the chocolate bars packaging, one of the brand's star products, we have created packaging that does not require glue and can be closed with a tab. We have created a unique presentation text for each variety of chocolate, which we place on the inside and discover once you open the pack.
We have also designed a case that contains the entire collection of chocolate bars. In this case, we have applied the floating letters in a large format as a counterpoint to the smaller floating letters on the chocolate bar packs.
In the case of the nougat, where it is important to see the product, we have used the geometry of the rhombus to open a window in the packaging. The rhombus is an identifying element unique to the brand, which we use in the moulds for producing the nougat and chocolate bars. We have designed a system of rhomboidal seals that helps us communicate product attributes while linking this geometry to the Eukarya brand.
Unlike the chocolate bar packs, to add an extra festive touch, in this case, the application of the floating letters is with stamping in different colours, thus helping to identify each variety.
As with the nougat and chocolates, in the panettone packaging, we have selected embossed paper that enhances the natural and organic aspect of the product through touch. This paper, along with the fabric handle, helps us create packaging with presence and quality. The graphic design features the floating letters in an extra-large size, thus achieving a great visual impact.
The Easter egg is also a standout product of the brand. In this case, we have used the floating letters in a large size and extending beyond the format margins, turning this feature into a texture that decorates the base.
One of the most symbolic and representative products of the brand is the chocolates. To enhance the product's quality, the design proposal is to use lined boxes, specifically in three formats, 7, 14, and 21 units. Three formats of box cases that close with a magnetic flap and are lined with the same embossed paper as the rest of the packaging. As for the interior, to be more sustainable, we have avoided plastic trays. We have designed a paper-based system that allows us to protect and hold the chocolate.
The Eukarya project is also peculiar for the numerous limited editions they release. The dynamism and adaptability of the identity allow for the creation and incorporation of new graphic and verbal elements to personalise the new packagings. We have designed special packs for Valentine's Day, Sant Jordi and a special spring-inspired edition.
Awards
Laus 2024 — Gold — Packaging