Loving Earth chocolate packaging captures the craving of a sweet tooth

Marx Design created packaging for the chocolate brand Loving Earth that depicts the rush of indulgent feelings associated with sugar cravings. The chocolate bar’s shape differs from the typical horizontal rectangle and is packaged in a gradient-printed wrapping that evokes sweetness and indulgence.

“We entered into the abstract notion of serotonin, and gave it a visual system. Layers of graceful gradient of colours to explore flavours, feelings and emotions”, explains Marx Design. The crafted illustrations aim to offer a glimpse into how the brain responds to the appeal of chocolate as a treat.