Chocolate Bar Packaging
A Sweet Collaboration with Seth Godin and Askinosie Chocolate
When renowned marketing influencer Seth Godin needed a packaging partner for a premium, limited-edition chocolate bar tied to his book launch, This is Strategy: Make Better Plans, JBM Packaging stepped up. As a chocolate connoisseur, Godin wanted the packaging to be more than a wrapper—he wanted something that engaged readers and brought his book’s ideas to life. Who doesn’t want to eat chocolate while diving into a good book?! Godin shared a simple goal with the project…“Good quality, premium feel.” Keeping to the brand standards Askinosie has in place with their chocolate bar product line was important. Boxes didn’t hit the mark, so JBM was the ideal partner having a primary focus in custom packets.
When selecting a packaging partner, Godin looked for a good selection of customized product offerings where he could have the freedom to bring his vast design expertise and creative direction to the table. JBM’s purpose-driven business model also led Godin to selecting JBM as a resource in this collab project.
Every chocolate bar packet contained a limited-edition card featuring key concepts from the book. A lucky few even received a golden ticket that they could redeem for more chocolate and a signed copy of one of Godin’s books.
Ethical Sourcing: Thoughtful Design
Ethical cocoa sourcing is important to Godin, so he partnered with Askinosie to create the chocolate bar, which features cocoa beans from Tanzania, Ecuador and the Philippines.
“This was such a fun and unique project to help bring together for both customers,” said Stacey, a JBM team member. “Seth brought so much passion to the package design process, while the Askinosie team made it easy to collaborate throughout.”
For the packaging, we kept the design simple, yet engaging. A perforated flap on the back reveals a key takeaway from This is Strategy. Fun, unexpected messages appear throughout—inside the opening flap and within the package itself, which adds an element of surprise. Each recipient found free training cards along with their chocolate bar, further reinforcing the book’s messages.
This collaboration blended craftsmanship, sustainability and storytelling, delivering a truly immersive experience for Godin’s readers.
This was such a fun and unique project to help bring together for both customers. Seth brought so much passion to the package design process, while the Askinosie team made it easy to collaborate throughout.”
