BRIEF: To create a brand for Baron Hasselhoff’s chocolates, and design the packaging for his range of bean-to-bar chocolates and truffles.

APPROACH: We created a legend for Baron Hasselhoff – chapters of which appear on the back of each product, or in campaigns. Each story and accompanying illustration reveal more about The Baron’s adventures, his inspiration and the characters he meets along the way, like Pirate Mary –
“Some people do it for the paycheck. The Baron does it for love. Like the time he swiped right on ‘Rosemary’ a stormy-eyed sailor with mermaid tattoos and a wooden leg. For their real-life meet, he created a recipe in her honour: soft, chewy caramels infused with fragrant rosemary and a kick of Blenheim sea salt. They’re as good as they sound. But sadly, Rosemary wasn’t. She was a 94-year old cat lady who just wanted free chocolate. Bummer.”