Pundit is a fictional chocolate bar manufacturer that markets its candy to children by creating fun pun-inspired characters that tell jokes and are featured on every bar. The character takes the leading role on the front of the bar in order to stand out against other popular chocolate bar brands that typically just focus on their logo and typography. Mascots play a big role in advertising foods like cereal and chips to children, so it makes sense to give a brand of candy some fun faces as well. The pun theme continues on the back side of the bar with a joke accompanying each flavor. This unifies both sides of the packaging thematically.
Pundit’s logo was created to resemble a classic soda’s logo with its thick and smooth flourishes, to present the chocolate bar as something sweet and tantalizing. The typeface used to accomplish that, Autolova, is a decorative script typeface with a heavy weight. It is complimented with Cooper Std Black, a bold serif font which is used to name the flavor of the chocolate bar. The characters created for the Primary Display Panel (PDP) are drawn in a classic comic book style with bright colors to catch kids’ eyes while keeping the characters’ designs themselves simple. The color palettes used in the logos, characters and overall packaging are bright and fairly simple, with one warm color and two cool colors for contrast, as well as the white speech bubbles and yellow text boxes. Other design elements reflect comic book inspiration with features like said speech bubbles and halftone dot patterns on both sides of the bar. All this together was chosen to create the impression of a fun cartoon, in order to appear exciting to children and encourage them to pick up the chocolate bar from a shelf.