Lily O’Brien’s – Chocolate Branding & Packaging Design

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Lily O’Brien’s is a much loved Irish business, internationally recognised for its premium chocolates. We are proud to be their designers since 2012 when we were initially invited to look at their overall brand identity and range of packaging design. The design needed to reflect the company as a well-loved, high-end chocolatier, with clearly branded packaging.

We refined the script and designed a distinctive ‘O’ and feature ‘apostrophe’ in the middle of the logo, reflective of the Irish torc shape. This O’ focuses on the company’s Irishness in a subtle way and provides a distinctive icon for Lily’s which is carried throughout all of their packaging, on their boxes, in patterns, on the circular swing tags, in ‘torc’ illustrations and quirky quotations.

A range of new packaging for retail was designed, with simple, clean photography by Peter Rowen and a refined colour palette, differentiating the different chocolate collections. A separate premium box range was also designed for gifting in a softer palette, with keepsake boxes, reserved for special occasions.

Each year we expand with new additions, from chocolate bars, to keepsake boxes, pop-up units and in-store displays, always expanding their market presence.

The new identity has served to elevate Lily O’Brien’s as a premium chocolatier, foremost in people’s minds for gifting. The branding and packaging designs have been positive for the company with sales and new markets elevated each year since we began working with them.


“The team led by Gillian Reidy, show unquestionable creative flair. But importantly for our brand, their experience extends far beyond creativity. They are experienced working with brands that sell in FMCG retail and understand the role of packaging at the point of purchase. They have an in-depth understanding of our business, the category cues for ‘gifting’ in which we operate and our brand DNA, all of which comes through in their work consistently. Penhouse are like an extended arm of the Lily O’Brien’s marketing department, only a phone call away and ready to support with all of our design needs. I have immense confidence in this team and would be happy to recommend them to any other Irish food brand looking to start a design project.”
Hilary Hughes, International Marketing Manager, Lily O’Brien’s

“Working with Penhouse since our brand evolution has been a real pleasure. They initially tendered for the business along with many other top class agencies from both Dublin and London, and their creativity and ability to interpret and deliver on the brief made them an obvious winner. The enthusiasm and excitement with which they approached the project was really refreshing and the time and effort invested in delivering the project in a timely and efficient manner was really impressive. We have never found their costs to be prohibitive or out of sync with other agencies.
They’re approachable and really look at each project as a collaboration, which means that the resulting designs are something we both feel great pride in. They’re professional and thorough in their approach and are pro-active at resolving any issues that arise with printers and suppliers. We’ve continued to work with Penhouse and they have become an integral part of our team, delivering excellent designs on numerous projects including packaging, POS, brochures and our bars range. I think Penhouse is a really outstanding design house which can give the time and attention needed to growing brands.”
Suzanne Walsh – Marketing Manager, Lily O’Brien’s

“The new brand is looking fantastic and you I hope are very proud of your beautiful work.  It will be such fun to see it soon in the shops. Best wishes and many thanks again.”
Mary-Ann O’Brien – Chairperson, Lily O’Brien’s

“Stylish, modern, packaging”
Irish Times


Lily O’Briens
Design Brief:
Rebranding, logo design, packaging design, marketing literature, exhibition and display material, point of sale

Designed by Penhouse Design