This is a concept project and is not associated with Marou chocolate.
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Marou chocolate
Brief introduction
Marou is a Vietnamese chocolate company. The founders of the Marou chocolate are French - Sam Maruta and Vicent Mourou. The Marou chocolate was made of Vietnamese local cocoas. Therefore, I think that cocoa beans should play an important role in the company's brand identity. However, I did not see that from the previous brand identity.
If the previous brand identity was done amazingly by using Vietnamese elements rationally. It helps the brand to draw a lot of attention from the local market. However, to conquer the global market, the global visual language approach is necessary.
Inherited from the former brand connotation. I transformed it into stronger and more vivid icons to strongly connect with the consumers.
Challenges
Creating a new brand identity for Marou is not easy. Because it was actually spectacular. The approach of applying traditional elements was amazing itself. Therefore, I reckon my rebrand project is a different approach for Marou, in case that they have plans to expand to the global market in the future.
In addition, the connection between the Vietnamese cocoa beans and the brand was not been highlighted. For that reason, my approach can help the company to fill the gaps.
Solutions
I was using the cocoa bean images frequently throughout the whole project. Not to mention, the pattern which was based on the shape of cocoa bean committed to establishing the brand images in the customer minds.
Goals
The brand identity must attach to the images of the cocoa beans.
It must revoke the sense of French culture.
It must use the global visual language.
The logo
The logo is made of the brand name, which was stylised into the shape of a cocoa bean.
The texts were curved not only to follow the shape of cocoa bean but also evokes the sense of nostalgia of the French typography from centuries ago.
The patterns
The visual language of cocoa beans is used and simplified to formulate the brand patterns.
