Artisanal Chocolate Branding
This is an individual practice-led research project to be conducted using Scrivener's Model for Creative Production Projects. This project will be submitted in two parts - practical work and project report. The project requires me, the student, to conceptualize and re-design a chocolate brand to be ready for the 2019 edition of the Coffee and Chocolate expo. This expo is a showcase of all thing’s chocolate and coffee, from vendors, pairings and tastings to workshops, coffee and chocolate art and much more. This expo allows vendors to target a large segment of the market and sell directly to the visitors / customers, their products, including special or limited-edition products.
My chosen brand is called; “The Nutters Brittle”, they are a fun, young and quirky brand that places emphasis on values such as adventure, silliness, and the unexpected. For my concept I chose to create a story world based around a miner civilization, with a character called The Nutter, which represents the brand’s values in n visual way. The idea of a miner world is inspired through the notion that brittle chocolate looks somewhat like rocky ground which you can mine through in search of a treasure. In this case, the perfect nut for the perfect chocolate.
The theory for this project is based on a video game’s logic / structure; people are looking for something else, something that excites and entertains them. My brand uses the idea of an adventure to captivate and invite users into the packaging. The packaging itself speaks of the world and what can be expected upon entering it. It also directly communicates what the contents of the pack are and what they look like.
My physical packaging represents the top of a mountain in the story world, which the characters mine through. Once the pack gets scanned via augmented reality, the user will see a mine-shaft going down into the box with a button allowing them to enter the world. This will play an animation which guides the user into the main story world, where they get a sense for the unexpected and the adventure which the brand offers.
Packaging
Point of sale
