Elite’s Parra (“Cow”) Chocolate is one of Israel’s most time-honored, beloved chocolate brands. The Parra brand has used an iconic cow in its signature red packaging since its inception in 1934. In 2015, We sought a new way to breathe new life to the popular brand and to offer added value in order to increase consumer engagement with the brand, using innovative packaging.
Instead of a traditional red wrapper, each individual piece of the “Para” Chocolate bar has a unique design and can be folded into one-of-a kind paper sculptures of cows using origami, thus giving the campaign its unique name: Origamoo. With the use of unique HP SmartStream Mosaic software, we created over a million varied, delightful, vibrant designs. Every wrapper is one of a kind, and is marked with a unique identification number, much like the numbering of artwork.
We collaborated with a world-renowned origami artist, who created the Parra character for us by folding the wrapper of a single chocolate bar. The inside of the wrapper features dotted lines to help consumers through the origami process. We have essentially invited consumers to create hundreds of thousands of unique origami cows, to photograph them creatively, and to share them with the brand’s fans. The origami project has been printed on over a million individual wrappers, and has been shared online thousands of times.
Packaging by Shake Design