Accessible Delectable

Purdys creates braille chocolate box to help blind and partially sighted community find their favourite chocolates

December 16, 2021

Accessible Delectable

Everyone has a favourite chocolate; that special sweet that turns you not-so sweet when your sibling snatches it before you. Searching through the legend of box chocolate to locate that fave is a time-honored tradition—for sighted people. For the blind and partially sighted community, the search for sweets is a bit sour.

Rethink and Purdys Chocolatier look to change that with the Holiday Braille Box, an accessible box of Purdys chocolates designed specifically for, and with consultation from, the blind and partially sighted community. The box features braille orientation tabs, a braille chocolate legend and a QR code that brings users who are blind or partially sighted to an accessible screen reader version of the legend.

“It means so much that this accessible box was created with people coming together and listening, learning, appreciating, and willing to share the creative process with the blind and partially sighted community, right from the get-go,” says Amuthan.

“At Purdys we want to enable experiences for everyone. So much of the chocolate experience is visual and it’s something that a lot of people take for granted,” says Kriston Dean, Vice President Sales and Marketing at Purdys Chocolatier. “We’re really proud to take a step towards making these experiences accessible to more people.”

In an effort to spread the bonbon bliss even further, Purdys is making the legend available in the ten most spoken languages in Canada (English, French, Spanish, Italian, German, Mandarin, Cantonese, Punjabi, Tagalog, and Arabic), which is available here.

Purdys have also made a $10,000 CAD donation to the CNIB Foundation through Purple Partnerships, their philanthropic initiative, which is also pretty darn sweet.

Brand: Purdys Chocolatier
Creative Agency: Rethink Communications
PR Agency: Rethink Communications, Elevator PR