Chips Chocolate Bar Case Study

Project Overview

CHIPS Chocolate is a limited-edition snack brand that combines nostalgia, and advocacy. Using the visual language of mid-century advertising and ironic optimism, the packaging disarms with charm but delivers a serious message underneath: Save Kids' Healthcare.

CATEGORIES: Package design and Illustration
TIMEFRAME: 6 weeks
ROLES:Illustrator, Brand Strategist, and Copywriter
TOOLS: Illustrator, InDesign, and Photoshop
COLLABORATORS: Solo
Millions of children in the U.S. risk losing healthcare due to declining CHIP funding. Public awareness is limited, and advocacy efforts often miss younger audiences. This project explores how chocolate packaging can both market a product and mobilize support with a direct call to action.
Inspired by mid-century advertising’s glossy optimism and the satirical lens of the Fallout video game franchise, CHIPS Chocolate is a playful, activist snack brand. This limited-edition chocolate bar campaign features a chip mascot, textured packaging, and nostalgic design elements to capture attention. Bright, eye-catching visuals and a QR code linking directly to 5calls.org turn the product into a vehicle for civic engagement. The result is a bar that feels both delightful and disruptive, connecting with Millennial and Gen Z audiences through vintage aesthetics and a clear call to action.

Design Components

Inspired by mid-century advertising’s glossy optimism and the satirical lens of the Fallout video game franchise, CHIPS Chocolate is a playful, activist snack brand. This limited-edition chocolate bar campaign features a chip mascot, textured packaging, and nostalgic design elements to capture attention.

Logo for Standard Chocolate Flavor

Custom Logo for Flavored Chocolate

Process

Research and Insight

The target audience is Millennials and Gen Z. They value activism, design, and small-batch authenticity. They frequent indie coffee shops, browse niche grocery aisles, and care about where their money goes. They are highly visual, socially conscious, and digital-native. To reflect these values, I created detailed moodboards exploring risograph textures, logo variations, and packaging layout references.

Risograph Texture Moodboard