Knoops

Our long-standing collaboration with Knoops has focused on extending the brand beyond the in-store ritual and into the home. As the “Knoops at Home” range has grown, so too has the need for a packaging system that can scale – across formats, categories and occasions – without losing clarity or character. The approach is deliberately flexible. A core visual language carries across everything, creating a consistent look and feel while allowing each product to do its own job.

The kraft tubes have become synonymous with Knoops. Their simplicity and tactile nature anchor the range, while a colour-coded labelling system helps customers navigate to their preferred percentage of chocolate. It’s a small but important detail – translating the brand’s signature in-store experience into a format that works just as well on shelf or at home.

From there, the system expands. Special editions introduce foil printing and elevated finishes. New categories – cacao tea, marshmallows and other food items – are unified through a bespoke illustration style that adds a layer of warmth and storytelling across the range.

A standout within the system is the refillable storage tin, recognised at the UK Packaging Awards in 2025. Developed by P Wilkinson Containers and William Say & Co, it’s a first-of-its-kind digitally printed format – designed to be kept, reused and refilled.

We also introduced a hot chocolate selection box, designed to encourage trial across the range. Inside, ten single-serve sachets span different percentages; on the outside, a series of graphic shapes reflect the variety within, creating a simple but distinctive visual cue.

Gifting plays a key role, so we developed a set of box bands with interchangeable messages for different occasions – an efficient way to add relevance and personality without reinventing the pack.

Alongside the core range, seasonal releases – particularly at Christmas – offer a chance to push things further. Each year brings a fresh take, from graphic interventions and colour palettes to special finishes, while staying rooted in the same recognisable system.

The result is a packaging ecosystem that balances consistency with evolution. It gives Knoops the freedom to grow, experiment and respond to new opportunities – without ever losing sight of what makes the brand distinctive.

Studio photography by Guy Lockwood.

Lifestyle photography by Caleb Kemp.