Final sweet like boards

Sweet Like ... Chocolate

Board 1

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Lisa Collier collaboration

Sweet Like Chocolate

Background

Board 2

With the food and drink industry booming a new contemprary brand has made it’s way onto the shelves. Sweet Like... Chocolate is a luxury brand designed to excite the customer, in a saturated confectionary market.

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Lisa Collier collaboration

Sweet Like Chocolate

Research

Board 3

Market research was invaluable in this instance as it gave us a first hand understanding of the existing products in the particular confectionary sector we were looking at. Visiting the luxury chocolate shops such as Hotel Chocolat and Marks & Spencers allowed us to gain an understanding of how different chocolates were marketed towards a specific audience.

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We found that the ‘fun loving’ chocolates often appeared childish yet those at the higher end of the scale looked serious. We wanted to create a chocolate brand that had both of these qualities.

Lisa Collier collaboration

Sweet Like Chocolate

Visual development

Board 4

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www.sweetlikechocolate.com

This brief implemented a design process beginning with the generation of initial ideas and then discussing and developing these in order to take the best elements from each. Development throughout this project focused on refinement and image layering.

We developed the pattern visuals from the basic ingredients creating various patterns that served different purposes and worked over a

range of printed products. The visual progression from a digital style to a hand drawn style reflected our desire to create a brand that had personality and resonate with the audience.

Lisa Collier collaboration

Sweet Like Chocolate

The Brief

Board 5

This brief is to create the branding and packaging for the new ‘Sweet Like...’ range of chocolates that will be appearing on supermarket shelves from September 2014. This product stands out against other competitors on the shelves of luxury supermarkets.

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‘Sweet Like...’ is a luxury brand aimed at a middle class market with a disposable income. Our customer profile is a 50 year old female, who enjoys a glass of wine and a sweet treat on an evening.

Lisa Collier collaboration

Sweet Like Chocolate

Concept

Board 6

‘Sweet Like’ was designed on the principles of creating something a little different in an already saturated market. The brand is based on the high end, luxury chocolate companies that pride themselves on creating well made chocolate with the best ingredients. Rather than confusing the customer with unnecessarily complicated list of ingredients Sweet Like… is based on presenting the ingredients simply, letting the ingredients and chocolate flavours shine through.

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The aesthetic itself is based on the ingredients, immediately letting the customer know what is inside. Standing out on a shelf and appealing to those who want chocolate as a treat and enjoy the classic flavour combinations. The visuals are also designed to reflect the fun loving, personal feel to the chocolate, created in the brand name ‘Sweet like…’ chocolate.

Lisa Collier collaboration

Sweet Like Chocolate

Audience & Final outcomes

Board 6

After conducting market research, ‘Sweet Like’ appeals to those who are willing to spend a little more on a luxury treat. They enjoy exciting yet classic flavours and seek products with an amazing taste that isn’t pretentious. The target audience Customers of Sweet Like are usually women who are working professionals in their 30’s to 40’s. The inspiration for the name ‘Sweet Like …’ chocolate is

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derived from it’s namesake, the 1999 song by the British garage music duo Shanks & bigfoot. This creates a brand that will resonate with the customers on a personal level, raising the appeal of the product.

Lisa Collier collaboration

Sweet Like Chocolate