A multi-layered project with strong positioning and ambitious goals, built around the belief that dreams can become reality. On this project, I acted as the specialist responsible for the brand’s overall image.
At the heart of the brand identity is a star — a symbol of believing in dreams and the possibility of turning them into reality.
The journey towards a dream is supported by 12 qualities — love, kindness, honesty, gratitude, and others — which became an integral part of the product and were brought to life across the chocolate packaging.
Throughout the project, I looked beyond visual aesthetics, taking the brand’s positioning, values, and goals into account. My role was to build a cohesive brand image for 17:17, combining hands-on design work with creative direction for other designers on the project, while ensuring its consistent expression across different audience touchpoints.
Product experience
17:17 sets high standards not only for its visual identity, but also for the quality of the product itself. The cocoa beans are specially selected for the brand, and each new flavour goes through multiple iterations.
I was entrusted with creating the design of the chocolate bar itself for the premium range.
It was a particularly unusual experience for me: work with its physical embodiment and a part of the customer experience.
Adapting the brand for a younger audience
I developed a visual concept for the children’s chocolate range, translating the brand’s core idea of believing in dreams and making them come true into a language that resonates with children. I also contributed ideas for the range’s further development.
E-commerce
Another focus was developing 17:17 across e-commerce touchpoints. The visual solutions needed to maintain the brand’s premium perception while also serving a commercial purpose — helping customers understand the product quickly and make a purchase decision.
Brand communication
For 17:17’s social media, I developed a cohesive visual communication system, planned content, developed ideas and activities to support channel growth and audience engagement, and led the production of motion, photo and video content with external contractors, including briefing, coordination, feedback, and quality control.
Digital product: turning an idea into a mechanism
17:17 has its own app where anyone can share a dream and help make someone else’s dream come true. How does it work? Each chocolate package contains a QR code. By scanning it, users receive a star that they can send towards fulfilling the dream of any other participant.
As part of this direction, I worked with an external studio: developing briefs, providing the necessary assets, coordinating the process, giving feedback, and overseeing the quality and accuracy of the implementation.
In conclusion
Working on this project was both extensive and incredibly engaging. I'm glad I was part of this.
We have stayed in touch with the team to this day, and the 17:17 packaging is now being adapted for an international launch. I’m genuinely happy to see the brand growing. If you ever come across this chocolate on a store shelf, perhaps it will be just another little proof that dreams really do come true.
