The Loony Bean boasts recipes created by a doctor that combine the health benefits of dark chocolate with the therapeutic effects of other natural ingredients. To align this fact with the idea that everyone is a little crazy for chocolate, the packaging was developed with several references to prescriptions and psychiatric institutions.
The variety box resembles a prescription bottle and a flavor identification system was developed that takes after prescription numbers. The flavor descriptions on the individual bars are inspired by prescription labels and the illustration style has an unhinged, shaky and almost psychedelic feel. The spine is home to the brand’s tagline and the scrawled signature of the doctor. With the first unfold of the exterior flap, the consumer is faced with a door reminiscent of one found on a psychiatric unit with the product peeking through the window. A second unfold, designed to feel as though the door is being unlocked and opened, reveals the “prescribed” product among padded walls.