For the Brand Refresh project, each person in our class had to refresh or rebrand an existing Cleveland company. I chose to refresh Mitchell's Chocolates.

Before deciding on a refreshed logo, I had to explore typefaces, textures, colors, and other components.

My final color swatches include black, for luxury, minimalism, and style, and gold and rose gold foiling for interesting texture, style, and to give it a classy feel. I also included matte color versions of the textures.

My final typefaces are Annabelle JF and Marzo. Annabelle JF has a beautiful angle to it and looks fancy without looking too luxurious, something that a generational local chocolate brand like Mitchell's needs. Marzo, the middle typeface, has interesting angles and is easy to read, and easy to make a thicker stroke for signage and tshirts.

I also decided to make gift certificates, because Mitchell's is a very popular local brand, and lots of people who have been going to Mitchell's their whole lives would benefit from gift certificates. I included two matte colored certificates, which could be their regular, everyday certificates, and I also included matte black certificates with gold and rose gold leafing, and those could be used for special occasions and holidays.

Mitchell's packaging was a little outdated and not cohesive to their brand, so I decided to make a new box for their special boxed sets. The whole box is a soft matte black paper, and the front is a diagonally cut flap reveals rose gold or gold leafing underneath it. The front flap has stamping I created for Mitchell's on it in rose gold leafing, and when the front flap opens, the next inside flap is completely rose gold or gold. That second part opens, revealing the chocolates, the rest of the box still being the matte black. This packaging is one where people get to discover, and it has an interesting and elegant design that would work perfectly with the new branding.

I also chose to remake their Instagram account, because although they have one, it is barely used. I thought, since Mitchell's hand makes their chocolates, they could show more videos of that to gain interest, since that practice isn't seen much anymore, and also because people have recently been really interested in "satisfying videos".

Mitchell's website was very outdated and looked like most other chocolate company websites, so I made a desktop home page to show what the design would be if I were to code the website. It is more cohesive, less busy, classy, and easier to navigate than their current website.