Packaging patriotism: Kalev chocolate and Estonia’s mythic self-image 6 min read
When visiting an Estonian supermarket one may encounter something intriguing in the sweets aisle: oversized chocolate bars with mediaevalesque designs. This is not a novelty product that no one buys or eats, or a limited edition. It is a series of chocolates produced by Kalev, a brand that is popular both with locals and tourists, and that in its packaging reveals fundamental elements of Estonian culture and self-perception.
The most interesting products of Kalev, a long-standing Estonia-based confectioner with an eventful brand history, are chocolates from the Kalev Eepos series. This series was established in 2012 and was based on a chocolate named “Kalevipoeg”, which was first introduced in 1969, when Estonia was still part of the Soviet Union. Today’s design is reminiscent of the original, paying homage to the Estonian design artist Ilse-Aurelie Lepikson.
Whereas most chocolate bars from Kalev nowadays have bright orange packaging, the Kalev Eepos chocolates feature muted colours and the monochrome drawing of a character — a different one on every bar — that takes up the entire front side. The linework resembles medieval woodcuts. This design feature seemingly aims to draw attention to something archaic — especially with the people in the drawings wearing mediaeval garments and armour.
Kalev is not only a chocolate brand from Estonia but also one of the main characters of the Estonian national epic, Kalevipoeg (in Estonian: son of Kalev). The epic is one of the core texts of Estonian literature, and a product of growing Estonian nationalism in the 19th century, when it was written down by F. Reinhold Kreutzwald. Yet the story of Kalev and his son has existed long before. The epic primarily follows the hero, Kalevipoeg, who has to go through a number of trials and tribulations. Other characters include Kalev and Linda, the parents of Kalevipoeg, and Saarepiiga, an island maiden and Kalevipoeg’s love interest.
Four of the seven chocolate bars feature characters from Kalevipoeg: The chocolate with Kalev depicted serves as a reminder of the mythological foundation of the Estonian nation through depicting Kalev with the golden eagle on whose back he flew to Estonia. The sword in his hand can be seen to represent his reputation as a great warrior. His son Kalevipoeg is shown with his horse, holding a horn, hinting at him being a warrior as well, and symbolic of how he opens the last big battle of the poem. On her chocolate, Linda is depicted together with her young son. The reason behind the motif might be explained in how her death serves as a catalyst within the story, as Kalevipoeg goes on a journey to avenge her. Saarepiiga, the island maiden that Kalevipoeg falls in love with, looks out at the sea, holding a cranberry wreath, hinting at the contents of the chocolate bar.
The other three chocolate bars reference a set of myths unrelated to the Kalevipoeg epic, and instead focus on the island giants of Saaremaa and Hiiumaa, Estonia’s two largest islands. Suur Tõll, or the Great Tõll, is the ruler and protector of Saaremaa. The episode portrayed on the first chocolate shows him saving mariners by carrying their boat back to shore during a heavy storm after which he was collecting hazelnuts, which might explain why the chocolate bar contains whole hazelnuts. The second chocolate references the giant of Hiiumaa, Leiger, brother of Suur Tõll. On the chocolate, he is throwing a spruce at a pack of wolves that had come to the island, threatening the inhabitants and their cattle. Lastly, Piret is the wife of Suur Tõll, and renowned for her delicious bread. On her chocolate, the image references her beating Vanapagan, another giant and the devil, with a bread paddle to protect her own.
The recurring theme on the chocolate bars is that of giants protecting Estonians, symbolic of how the Estonian people historically have struggled against outside forces. Mythology becomes a source of comfort since in the myths giants promise to come back from the dead and resume fighting if Estonians ever find themselves in trouble again. The bars are an homage to the Estonian struggles for independence throughout history. It is then interesting that this chocolate bar actually hit the market for the first time in Soviet-controlled Estonia.
The Kalev Eepos chocolate bars are not only a reminder of the legendary Kalev, mythological founder of the Estonian nation, but reminds Estonian consumers of their cultural heritage. The Kalevipoeg epic can be seen as a text that unites those who identify as Estonian nationals. By including giants from the islands, the chocolate bars also reflect all parts of Estonia.
However, this is not the only time chocolate has been used to establish a feeling of national identity. For example, in an attempt at encouraging youth to get politically involved in the UK, a Labour MP proposed lowering prices for a nostalgic chocolate bar, arguing that youth might be more engaged when talking about the price of chocolate bars rather than gas bills. While lowering the price of a chocolate bar does not tackle the real issue of the cost of living crisis, it seeks to establish a simple commonality for political gain.
More often, however, private companies might be more effective in creating positive PR for the country and a sense of national identity as they have more funds available for the communication of ideas. Profit is any company’s main motivator but a sense of national belonging and pride is a side product – which is also the case for Kalev. Similarly to Kalev Eepos chocolate, ROM’s candy bars from Romania, drew on features of Romanian national identity. In an effort to revive interest in the candy bar, the company changed its packaging to an American flag with the company logo on it, a move which resulted in public outrage. The change turned out to be a PR stunt, but led to discussions on national pride and heritage in Romania. Even though it all started with a company wanting to make profit it ended with a form of nation branding that in the second campaign was also aimed at an international audience. Kalev does the same, minus the outrage.
Chocolate as a national symbol is thus nothing new, but the Kalev Eepos chocolates are unique in that the myths depicted overlap with notions of national identity and independence. There is a richness to what the chocolate bars stand for that is rarely found in other chocolates. The result is something that an in-group, presumably mainly consisting of Estonians knowledgeable about their own history and mythology, can relate to and that serves them as an everyday spot to remember, live, and perhaps even celebrate their national identity.
This work was supported by a fellowship of the German Academic Exchange Service (DAAD).
