Chocolate Amatller

Client: Chocolate Amatller
Project Type: Integrated Communications Strategy & Brand Repositioning
Team Role: Creative Strategist – Brand Narrative & Visual Concept Development
Duration: March- May 2025
Location: ESADE Business School, Barcelona

Project Overview

As part of our final Integrated Communications Strategy module, we were tasked with reimagining the brand positioning and cultural relevance of Chocolate Amatller—a heritage-rich Catalan chocolate brand known for its iconic Art Nouveau packaging and historical legacy in Barcelona.
The brief challenged us to understand the emotional disconnect between the brand and its modern-day audiences—both locals and tourists—and to develop a communications strategy that could reawaken its symbolic role in the city’s identity.

Key Deliverables

A full communications strategy to reposition Chocolate Amatller as a culturally resonant gift and symbol of Barcelona.
A brand narrative that bridges tradition with contemporary relevance, rooted in emotional storytelling and urban insight.
Campaign concept titled “Too Much Barcelona” — a poetic, cinematic creative platform celebrating the city’s contradictions and charm.
Strategic touchpoints including packaging activations, retail experience concepts, and visual direction for a multi-channel campaign.

My Contribution

I took the lead on shaping the creative narrative and visual direction of the campaign. I authored the core campaign concept “Too Much Barcelona”, designed to reframe Chocolate Amatller not just as a sweet, but as a cultural metaphor—rooted in flavor, memory, and place. I translated our team’s qualitative research into a compelling communication strategy, contributed to the brand storytelling, and created a first draft of the visual campaign assets. I also helped craft the final creative brief and assisted in developing rollout recommendations across social, packaging, and point-of-sale environments.

Key Learnings

Gained hands-on experience writing creative and communication briefs grounded in brand strategy.
Deepened my ability to translate cultural insight into emotionally resonant creative concepts.
Practiced aligning visual storytelling with business and branding objectives.
Strengthened collaboration within a multidisciplinary creative team and refined my feedback and iteration process.

Outcome

The project was praised for its originality, cultural depth, and bold creative concept. Our campaign strategy demonstrated how Chocolate Amatller could reclaim its voice by remembering its roots and reimagining them for a new generation of emotionally-driven consumers and global visitors.