Design Brief
Cocoloco Chocolates is a start-up artisan chocolate brand set up by a university student as part of their Business Studies course project. They were tasked to come up with a concept, create the branding for the concept and then market and sell their product to their target audience. The target consumers were other university students around the campus locations; therefore, the client required a modern, elegant, luxurious, eye-striking yet quite simple and minimalistic logo and packaging design.
The client formed an image of their consumers being young, fun and tech savvy, living in a modern world surrounded by technology and social media where the consumer will share their day-to-day activities on social media. Therefore, the client required a packaging design that was very striking to create an impulse reaction from their target consumers to photograph and share the beautiful chocolate packaging design on their social media platform with their followers. This then would further enhance the brands marketing reach.
Solution
I started by creating a wordmark logo which was portrayed the brand as luxurious and modern, with organic flow and movement to portray the organic side of the product. The client suggested we take inspiration for the packaging by looking at the fashion giants Louis Vuitton and create a similar look and feel to their luxurious Louis Vuitton fashion products. Louis Vuitton also uses brown earthy colours with a very striking and recognizable brand patterns on their fashion products to create a sense of luxury in a simple manner. This inspiration drove us towards our packaging design where I created very minimal line icons that represented the product and represented a organic nature. I then turned these icons into a repeated pattern to help build that eye catching packaging design the client wanted to achieve. I then picked a colour palette of earthy brown and caramel tone.
