In 2023, we had the opportunity to pitch to an up-and-coming chocolate manufacturer named IKI Chocolate. They sought to rejuvenate its brand and connect with a younger audience through a strategic social media campaign. The project was ambitious, aimed at refreshing the brand’s digital presence while emphasizing its unique flavor profiles and iconic logo. The art direction chosen was vibrant and youthful, tailored to resonate with modern design trends that captivate younger demographics. This approach not only highlighted the playful and indulgent essence of chocolate consumption but also aimed to weave a narrative of joy and satisfaction that would appeal directly to the target audience.

Central to the campaign's visual strategy was the innovative use of the brand’s color palette, directly inspired by the flavors offered. The colors chosen for each social media post were thoughtfully derived from the chocolate packaging, creating a sensory link between the visual content and the products. Rich browns, vibrant reds, and soft greens. This careful curation of colors enhanced the audience's connection to the products, making each post not just a visual treat but also a reminder of the brand's diverse flavor spectrum.

The campaign ingeniously centered around the shape and silhouette of the brand’s logo, transforming it into a key visual element across all materials. This consistent logo presentation aimed to bolster brand recognition and foster a deeper connection with the audience. By adapting the logo into various creative contexts, the campaign sought to make the brand's visual identity more popular and recognizable among younger consumers.

IKI Real Indonesian Chocolate

Social Media Design & Strategy Pitch by Hibbu Creative | @hibbu.id
Hibbu Social Media Specialist & Supervisor: Shandi Farizki | @kamiki.a
Hibbu Design Concept & Key Visual: Hanif Rifandi | @hrifandi_

©2023 Hanif Rifandi - Identity Designer