Elmwood

Filthy
Chocolates with extra ‘sauce’

Sweet seduction
Park Cakes asked us to create a brand for their new delicious chocolate bites. The key ingredients? Standout, attitude and irresistibility.

Digging deep
After audits and workshops, we hit upon the idea of obsession and unrepentant sin. The scratchy pen of the obsessed lover inspired the logo, and the ‘so good it’s filthy’ taste triggered the name and tagline.

A feast for the senses
We had fun with the on-pack language too, and created a playful, ballsy tone of voice to tell the Filthy story on packs, encouraging people to ‘sin and be proud’, and used a bridal-white background to clinch that premium feel.

Eating out of our hands
Once you lift the lid, the one-piece box fans open to form a sharing platter – the perfect presentation for the ultimate chocolate decadence.

Proof of the pudding
The brand was conceived in March, 2007. By November, the product was flying off the shelves in Sainsbury’s.