PROCESS BOOK
HERA CHO hcho90@gmail.com 310 972 8211 Packaging 2 under the instruction of Ania Borysiewicz Photography: James Chou Typeface: BentonSans Paper: Matte 80 lb. Binding/Printing: NuColor Printing
TABLE OF CONTENTS
GREEN & BLACK’S
ABOUT company overview cocoa, cacao?
6 8
RESEARCH current logo current packaging existing products competitors market observations experiment interviews demographics case studies trend research
10 12 13 14 18 25 26 34 38 44
CONCEPT mindmap concept statement key attributes
46 48 50
LOGO color type final type phase1 phase2 phase 3 phase 4 phase 5 phase 6
52 54 56 58 62 64 66 68 70
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TABLE OF CONTENTS final logo logo anatomy logo clearspace
72 74 75
PACKAGING sketches mockup phase 1 mockup phase 2 mockup phase 3 mockup phase 4
76 78 80 82 84
GRAPHIC APPLICATION phase 1 phase2 phase 3
86 90 94
MIDTERM midterm post midterm
88 96
FINAL
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COMPANY OVERVIEW
GREEN & BLACK’S
Green & Black’s Chocolate is a British company foundedby Craig Sams and Josephine Fairley in 1991. G & B is organic and fair-trade certified and one of the largest organic chocolate companies in the United States. Some of their products include chocolate bars, ice cream, hot chocolate, and baking chocolate.
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COMPANY OVERVIEW ORGANIC ETHICAL RESPECTFUL
G & B made an emphasis in Fair Trade and began purchasing Fair Trade products in 1994. They purchase their cocoa beans from Mayan farms in Belize that believe in the same emphasis in ethical and equality in the marketplace. The same year, the Maya Gold Bar, which was inspired by traditional spiced Mayan chocolate drink and spice from Belize, was the first product to be awarded the Fair Trade mark. G & B have ethical sourcing standards which have respect for human right, ethical trading, organics, and the environment. G&B was bought by Cadbury in 2005. Later, Cadbury sold G&B to Mondeléz International (Kraft Foods).
a. Beans drying in the sun b. Ancient Mayan sculpture with cocao pod c. Traditional Mayan chocolate drink d. Founders Sam (R) and Fairley (L)
COCOA, CACAO?
GREEN & BLACK’S
Raw cacao powder is made by cold-pressing unroasted cocoa beans. The process keeps the living enzymes in the cocoa and removes the fat (cacao butter). Cocoa looks the same but it’s not. Cocoa powder is raw cacao that’s been roasted at high temperatures. There are three types of beans: Trinitario (GB chocolate comes from these beans), Criollo, Foresto( 98% of the worlds beans). Theobroma (Latin for cocoa) means “food of the Gods”. Thus, it playes an important role in South American cultures and was often used as a drink. To harvest cocoa beans, cocoa farmers hand harvest the cocoa pods, which contain about 45 cocoa beans each. Then they cover the beans with banana leaves for about 5 days to trigger fermentation and dry out in the sun. The beans are cultivated over shaded conditions. Using organic ingredients creates great-tasting chocolate. Farmers who grow organically are often more interested in and concentrated on the quality and taste of what they grow. The natural biodiversity that helps safeguard the cocoa against disease (rainforest trees, avocados, pineapples, coffee, bananas). To make 1 kg of chocolate, 300-600 beans are processed(depending on the desired cocoa content). Cocoa beans have antioxidents (procyanidins, flavonoids) that have anti-aging properties. Flavonoids contain epicatechin which benefits cardiovascular health. Foods rich in cocoa appear to reduce blood pressure.
a. GB’s chocolate bar b. Raw cocao nibs
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COCOA, COCAO?
CURRENT LOGO
GREEN & BLACK’S
The use of a dark brown is common with other chocolate brands. It represent the color of the cocoa beans used in the products. The use of gold implies that Green & Black chocolate is meant to be higher quality brand. Serif typeface makes this logotype dated and static. The use of the same typeface for both the logo and the word “organic” makes the order of readibilty confusing. The accents of the leaf apostrophe and the ampersand creates an imbalance and is causing a distraction.
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CURRENT LOGO
CURRENT PACKAGING/EXISTING PRODUCTS
GREEN & BLACK’S
The chocolate bar itself is wrapped in gold tin foil that is embossed with the brand logotype. The bar is then wrapped and folded in a coated paper. 1/6 of the coated paper is devoted to the flavor of the bar and is differentiated by colors for different flavors. The brand name is differentiated from other text with gold foiling. Although the remaining text on the chocolate bar is gold, gold ink instead of foiling is used. The text on the back of the bar is in gold ink. There is a gloss spot printing of the brand acronym in the background with the apostrophe leaf in the standard gold ink. This seems redundant to the design of the packaging. On each bottom corner, the certified Fair Trade and Organic seals are emphasized.
EXISTING PRODUCTS
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CURRENT PACKAGING
COMPETITORS
GREEN & BLACK’S
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COMPETITORS
Organic, Rainforest Alliance $3.29 per bar Mission: To craft deeply satisfying chocolate in a socially responsible way. Products: bars, drinking chocolate, baking products. tasting squares, “professional” sized chocolate
Organic, emphasis on paying more than the Fair Trade minimum $5 per bar Mission: We make stone ground chocolate that is seriously good and fair for all. Products: Mexicano discs, Origin bars, Amaze bars
COMPETITORS (CONT.)
GREEN & BLACK’S
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COMPETITORS (CONT.)
Organic, Fair Trade
Organic & Fair Trade
$3.99 per bar
$4 per bar
Mission: Our mission is global transformation through ethical relationships with small-scale farmers, and an integral sustainability orientation at every point on the supply chain.
Mission: We’re passionate about chocolate. And changing the world.
Products: bars, truffles, Quinoa, rice, sugar
Products: bars, confections, caramels, drinking chocolate, bites
MARKET OBSERVATION-TARGET
GREEN & BLACK’S
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TARGET Target did not carry G&B. Or possibly was sold out at the location I went. There seemed to be an abundant amount of Ghiradelli and Lindt chocolate. They only carried a couple of organic brands. The shelves seemed disheveled and the chocolate bars were located in the candy section amongst other snacks and cheap candy/chocolate.
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MARKET OBSERVATION
MARKET OBSERVATION-TRADER JOE’S
GREEN & BLACK’S
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TRADER JOE’S Trader Joe’s did not carry organic chocolate except their own brand of organic sweets. But even in their own brand, they had a variety of different types of chocolate from different areas that provided the same organic and fair trade ethics. I also went to their coffee and hot chocolate section and discovered that the majority of the products were in cylinder cans. All their chocolate bars were located in the very front near the registers. The bars were neatly organzied and didn’t seem to be running out of any kind.
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MARKET OBSERVATION
MARKET OBSERVATION-WHOLE FOODS
GREEN & BLACK’S
WHOLE FOODS Lastly, Whole Foods had a wide section of organic chocolate including Green & Black Chocolate. I can see that there were an abundant amount of organic chocolate that were emphasizing organic ingredients and Fair Trade and many different brands including some of G&B competitors. The chocolate had their own section and shelf in an open area and seemed to be organized. There were some chocolate boxes that were empty, but otherwise was a good experience. I had a hard time locating any of the sweets during my trip only to find that it was behind their food court area. Also, as I was checking out, there was a small amount of chocolate near the registers. OVERALL, Green and Black doesn’t have distinctive packaging and blended with all the other brands unless you really scout for the specific bar.
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MARKET OBSERVATION
EXPERIMENT
GREEN & BLACK’S
CHOCOLATE FACE MASK What you’ll need: 1. 70% or higher Cocao chocolate 2. egg yolk
The experiment was a weird experience. I would rather eat the high quality chocolate instead of putting it all over my face, but I have to say, I liked the results... Some of the results. To begin with, putting food all over your face is like having a food fight with yourself. I used dark chocolate that had peices of salted almonds in it. The consistancy of the mask was rather...chunky. You can imagine (or see in the photos) that it wasn’t too appetizing looking. After leaving the concoction and resisting the temptation of licking the whole thing off my face for a whopping 15 minutes, I washed it off with warm water and soap. I had to say the results... left my skin feeling soft and bright. The downside is that you’re spending close to $4-5 on a bar of good quality chocolate when there are face sheets out these days that give you the same results for a cheaper price... and won’t leave you smelling like chocolate for hours after.
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EXPERIMENT
INTERVIEWS
GREEN & BLACK’S
In the following interviews, my observations were indefinate that people did not know the brand, Green and Black’s. It is understandable because the chocolate is of higher brand. Depending on the age groups interviewed, some people were avid organic believers and some did not care for anything organic. They tied organic as almost a negative conotation. The people interviewed were both male and female and of unique range of age and careers.
JESUS JACOBO WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? I think overpriced or a marketing gimmick if it’s at a big name grocery store. WHAT MAKES YOU BUY ORGANIC? OR NOT? If it’s in the setting of a farmer’s market, then I’ll fork the cash over. WHAT ARE YOUR THOUGHTS ON FAIR TRADE? ETHICAL VIEWS? I like the idea of Fair Trade but there is a documentary on coffee I watched which confused me… WHEN DO YOU EAT CHOCOLATE? Fucking always! Dark chocolate mostly. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? Because I love it. L O V E. HOW OFTEN DO YOU CONSUME CHOCOLATE? At least once a week. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Nothing with Nestle or Mars brand on the label. WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? I need water or coffee. But dark chocolate with sea salt goes great with Pacifico beer. Try it. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? Nope. #blackchocolateonly
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INTERVIEWS
INTERVIEWS
GREEN & BLACK’S
SANA DESAI
WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? Organic? Sprouts, hipsters, green. Never buy organic. Never because I don’t buy it often but I have a couple of things that I eat are organic… like eggs.
WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? Healthy, no GMO, no pesticides. Not very much.
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MICHAEL KANG
WHAT MAKES YOU BUY ORGANIC? OR NOT? If it’s a product that I already eat that’s organic, then ill still buy it. If its something that ive never tried then I feel uncomfortable buying it. WHAT ARE YOUR THOUGHTS ON FAIR TRADE? ETHICAL VIEWS? What is that? OH.. I think it is necessary in giving more trust. WHEN DO YOU EAT CHOCOLATE? Whenever im offered. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? I buy it when it looks good when im about to pay for my groceries. HOW OFTEN DO YOU CONSUME CHOCOLATE? Once a month. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Both. I have certain chocolates that I know and go for and certain chocolates to just keep the package. WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? Its too much. (quantity) and I don’t know what to do with the foil that wraps around the chocolate. I also don’t know where to store it if I don’t finish since I don’t want it to melt. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? I don’t know. I’ve never had it.
WHAT MAKES YOU BUY ORGANIC? OR NOT? Healthy, no GMO, no pesticides. Not very much. WHAT ARE YOUR THOUGHTS ON FAIR TRADE? ETHICAL VIEWS? Extremely important and must be followed. Especially in third world countries. Farmers are committing suicide every day and its just not good. Fair trade is a must. WHEN DO YOU EAT CHOCOLATE? After lunch and dinner. A small bite. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? It tastes amazing and fulfills the sweet craving HOW OFTEN DO YOU CONSUME CHOCOLATE? Everyday, twice a day. After lunch and dinner. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Yes, sometimes. If I am trying something new. But mostly I go by brand. WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? ummm some of them have the wrapper always sticking to them and small pieces are always falling here and there. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? I just tried green chocolate, it wasn’t bad. I don’t mind black chocolate sometimes.
INTERVIEWS
GREEN & BLACK’S
CAROLYN DINH
WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? If I think organic, it’s usually fruit or vegetables that are healthier for you because they don’t have chemicals in them. It depends if I’m at the market that has it; I’ll get the organic fruits but it’s usually more expensive.
WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? When I hear organic, I tend to think naturally grown or sourced. As a college student, I don’t tend to buy organic as it is the more expensive alternative.
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ANA LUISA DEL RIVERO
WHAT MAKES YOU BUY ORGANIC? OR NOT? It’s better for you and some of the fruit is actually better tasting when it is organic. WHAT ARE YOUR THOUGHTS ON FAIR TRADE? ETHICAL VIEWS? I’m for fair trade, I think that to promote sustainable communities in developing countries they shouldn’t be taken advantage of when providing exports in products or food. It’s the right thing to do and it’s better for the environment. WHEN DO YOU EAT CHOCOLATE? Always, cus it’s chocolate. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? Because I was craving something sweet and I like different types of chocolate. HOW OFTEN DO YOU CONSUME CHOCOLATE? Not that often, but when I pick a treat, it’s usually a chocolate bar or hot chocolate. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Kind of. If I like the design of the packaging then it’s fun to try. There are some brands that aren’t the best packaging but it’s good chocolate. WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? The consistency affects the enjoyment of the candy. If it’s too dark it’s not that great after a while. If it’s with fruit, the flavor takes away from the chocolate. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? I’ve seen matcha green chocolate which was a light green. Black, I think of really rich chocolate; it’s more of a deep dark brown.
WHAT MAKES YOU BUY ORGANIC? OR NOT? I would buy organic based on the way the food is grown and the ingredients used. I would want my foods to be grown naturally and not contain GMO or unhealthy byproducts. WHAT ARE YOUR THOUGHTS ON FAIR TRADE? ETHICAL VIEWS? I have negative views towards monopolizing corporations in developing countries. Although it is a great idea, it is often not implemented as planned. WHEN DO YOU EAT CHOCOLATE? I eat chocolate often when I am bored or craving something sweet. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? When I am feeling moody or want a sweet taste in my mouth. HOW OFTEN DO YOU CONSUME CHOCOLATE? Maybe once a week. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Yes. I am drawn to packaging that I find “cute” or “modern”. I like brands that can appeal to my artistic taste. WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? Some problems are that I tend to crash really hard after my sugar high or that I will break out if I eat too much chocolate. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? I honestly have no idea what the difference between the two chocolates are, but I assume it is the difference kinds to cacao. I love all chocolate, really.
INTERVIEWS
GREEN & BLACK’S
WHAT DO YOU THINK WHEN YOU HEAR ORGANIC? HOW OFTEN DO YOU BUY ORGANIC FOODS? Privileged food group. I don’t buy organic very often WHAT MAKES YOU BUY ORGANIC? OR NOT? I don’t buy organic very often because of higher prices, and I do most of my shopping at Vons. WHAT ARE YOUR THOUGHTS ON FAIR TRADE AND ETHICAL VIEWS? Fair Trade is an excellent idea. If you don’t like fair trade your probably an asshole. WHEN DO YOU EAT CHOCOLATE? I eat chocolate in the car most, on the go style. It’s easy to eat while operating car. WHAT ARE SOME REASONS WHY YOU BUY CHOCOLATE? I sometimes buy chocolate for the various women in my life from mom to girlfriends. HOW OFTEN DO YOU CONSUME CHOCOLATE? I probably eat once or twice a month. DO LABELS/PACKAGING DECIPHER IF YOU WANT TO BUY OR NOT BUY CERTAIN BRANDS? Yeah if the packaging is cool I would purchase it over some basic chocolate WHAT ARE SOME PROBLEMS YOU FACE WHEN EATING CHOCOLATE? I hate when it crumbles and makes a mess. Also not a fan of when it melts and I get chocolate on my fingers, then I clean my fingers on my pants. WHAT DO YOU THINK OF GREEN AND BLACK CHOCOLATE? Green- Green tea, Weed Edibles Black- dark chocolate, Coffee
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JORDAN BOGASH
DEMOGRAPHICS
GREEN & BLACK’S
DEMOGRAPHICS
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THE MINIMALIST EXPERIENCER The target audience are individuals who are in their 20’s to late 40’s. They have a good source of income and are of all ethic backgrounds and gender who enjoy healthy eating and chocolate. They are mothers and fathers of young children who like easy to use and on-the-go products with minimal amount of waste. They prefer simplicity.
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TITLE
DEMOGRAPHICS
GREEN & BLACK’S
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CASE STUDY - CHANDON
GREEN & BLACK’S
CHANDON Parent company: Claude Moët, who founded the company in 1743, was famous for being a pre-modern marketing genius. He managed to convinced the king’s mistress, Madame de Pompadour, that champagne was the only wine that had the power to make women more—rather than less—beautiful. Ryan Jenkins, a millennial expert, explains that approach works because millennials are not drawn to products that are expensive for their own sake, but seek out brands that can offer them unique experiences. Chandon has opted for a more exciting look, wrapping bottles in colorful designs that stand out on the shelf. One of the company’s main goals is to encourage millennials to drink sparkling wine not just during the holidays, but all year around. -experience, have a good time, fun
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CASE STUDY
CASE STUDY - BLUE PRINT JUICE
GREEN & BLACK’S
BLUE PRINT JUICE Launched in NYC in 2007. Delicious juices made from raw ingredients. Pioneered concept that cleansing benefits can be available to everyone. Nationwide retailers and partners include: Acquired by Hain Celestial Group in December 2012 QUALITY The freshest fruits and vegetables makes the best juice. Keep me cold. Juice should never be cooked. Cooking juice kills vitamins and live enzymes. Even “flash” pasteurized means cooked. Don’t have separation anxiety. Only additives can prevent the natural settling process and who wants to drink additives? Stop staring and give me a little shake shake. Treat your body right. Drinking fresh juice and eating real food is a smart long-term strategy for maintaining good health. -straight to the point, approachable, no hidden ingredients, no jargon, easy to understand
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CASE STUDY
CASE STUDY - LEAFS BY SNOOP
GREEN & BLACK’S
LEAFS BY SNOOP The task was to create a visual identity that eschewed the “rasta, crunchy, hempy, outlaw look” plaguing most marijuana products. “We wanted it to appeal to a broader spectrum of human,” Oberman says. “[Marijuana] is a field in which Snoop is a true connoisseur, and with Leafs, he saw an opportunity that was not fake, to create a business that genuinely comes from who he is and what he likes.” Pentagram is calling “California cool”—patterns plucked from the sights of the Golden State, like palm trees, swimming fish, birds flying, and cloudy skies, dipped in pastels and outlined with gold. “Snoop was naturally attracted to imagery that was more personal to him,” Oberman says. The boxes all have patterns that look almost like shirts Snoop would wear pool-side. All buds need to be packaged in resealable, child-proof bottles. The boxes those bottles are stored in can technically come in any shape or size. “Opening a box of weed almost has the feel of unboxing an Apple product.” -personable, experience, classy
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CASE STUDY
TREND RESEARCH
GREEN & BLACK’S
ACCORDING TO MINTEL, dollar sales of confectionary continued to grow in 2015 but at a tempered pace compared to previous years. There is an increase importance on health and emphasis on high-quality and key ingedrents is key for reaching health conscious consumers. Buying Fair Trade chocolate givrd consumers the ability to learn more about the maker, production process, inpiration. 93% of US adults eat chocolate; 20% of respondents think chocolate candy is unheatlhy, but buy it anyway. 28% of consumers report buying less chocolate in the past year, half of consumers buy seasonal-themed chocolate. Millenials appear price conscious, but can be swayed by quality. Individual bars do well for holidays ACCORDING TO STYLUS, salt and spices in chocolate is a huge driving force. Smoking food, a popular restaurant trend, is starting to be incorporated into new products. Incorporating vegetables for consumer demand of healthy and sustainable food options. Customizable chocolate in retail settings with nuts, spice, fruits, and grains. 3D printing technology for chocolate, temperature-tolerant chocolate, resealable packages and pouches are popular.
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TREND RESEARCH
MINDMAP
GREEN & BLACK’S
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MINDMAP
CONCEPT STATEMENT
GREEN & BLACK’S
Green and Black’s crafts delectable chocolate that is portable for those who are on the go and enjoys easy to eat chocolate without the mess.
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CONCEPT STATEMENT
KEY ATTRIBUTES
GREEN & BLACK’S
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KEY ATTRIBUTES SILKY smooth dynamic rich lustrous satin fine soft magnificent
EFFECIENT on-the-go adequate dynamic economical productive profitable useful
APPROACHABLE friendly cordial welcoming pleasant agreeable accessible
ADMIRABLE attractive sincere straightforward candid clear-cut transparent
PORTABLE light compact convenient moveable manageable conveyable agile
EXPERIMENTAL diligent productive industrious attentive constant persevering
COLOR STUDY
GREEN & BLACK’S
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COLOR STUDY The colors were chosen with the target audience in mind. They needed to look appealing and palatable. We refered to photos from the farmer’s market to create an array of colors that one would see with vegetables and fruits.
3, 87, 100, 0.37
21, 58, 21, 0
40, 0, 54, 0
36, 0, 13, 0
1, 15, 99, 0
0, 39, 100,0
54, 66, 87, 68
1, 11, 16, 0
TYPE STUDY
GREEN & BLACK’S
The typeface study consisted of choosing timeless fonts. The previous logo seemed a little dated due to the typeface that was chosen to be used in the logotype. This time around, I wanted to choose a simple yet elegent and current type that many would enjoy and be easily read from afar.
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TYPE STUDY
FINAL TYPE
GREEN & BLACK’S
After playing around with numerous typefaces, Circular Black seemed to be the best fit for Green and Black’s new concept. Because the typeface is based off of... you guessed it... circles, it is very easy to read and is timeless. This allows room for other grpahic applications to stand out instead of the logo itself.
12pt
abcdefghijklmnopqrstuvwxyz
25pt
abcdefghijklmnopqrstuvwxyz
50pt
75pt
abcdefghijklmnopqrstuvwxyz
abcdefghijk lmnopqrstu vwxyz
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.
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FINAL TYPE
The quick brown fox jumps over the lazy dog.
LOGO PHASE 1
GREEN & BLACK’S
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LOGO PHASE 1
LOGO PHASE 1
GREEN & BLACK’S
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LOGO PHASE 1
LOGO PHASE 2
GREEN & BLACK’S
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LOGO PHASE 2
LOGO PHASE 3
GREEN & BLACK’S
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LOGO PHASE 3
LOGO PHASE 4
GREEN & BLACK’S
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LOGO PHASE 4
LOGO PHASE 5
GREEN & BLACK’S
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LOGO PHASE 5
LOGO PHASE 6
GREEN & BLACK’S
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LOGO PHASE 6
FINAL LOGO COMPOSITION
GREEN & BLACK’S
The outer shape of the final logo represents the nicely portioned representation and mission of the brand. The ampersand is a nice contrast from the thick strokes of the outer rectangle as well as the typeface. With this logo, a color system is made for the different flavors that Green and Black’s provides for their consumers. The logo gives room for a modular, simple branding that can be used throughout the graphic application of the packaging.
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FINAL LOGO COMP
LOGO ANATOMY-CLEARSPACE
GREEN & BLACK’S
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LOGO CLEARSPACE LOGO ANATOMY
PACKAGE SKETCHES
GREEN & BLACK’S
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PACKAGE SKETCHES
PACKAGE MOCKUP PHASE 1
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PACKAGE MOCKUP PHASE 1
PACKAGE MOCKUP PHASE 2
GREEN & BLACK’S
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PACKAGE MOCKUP PHASE 2
PACKAGE MOCKUP PHASE 3
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PACKAGE MOCKUP PHASE 3
PACKAGE MOCKUP PHASE 4
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PACKAGE MOCKUP PHASE 4
GRAPHIC APPLICATION 1
GREEN & BLACK’S
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GRAPHIC APPLICATION 1
DARK 60%
HAZELNUT & CURRANT
HOT CHOCOLATE MELT made with the n est organic fairtrade cocoa beans
CHOCOLATE SPREAD balanced with crunchy hazelnuts and dried currants 60% cacao
x4 NET WT. 10oz. (300g)
NUTRITION FACTS Serving size 1 melt, Servings per pack 4, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
Based on a traditional spiced-chocolate drink from Belize, this rich, dark chocolate drink has a twist of orange, nutmeg, cinnamon and just a hint of vanilla.
INGREDIENTS Organic Raw Cane Sugar, Organic Fat-Reduced Cocoa Powder, Organic Dark Chocolate Powder (which includes: Organic Chocolate Liquor, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin, Organic Vanilla Extract)
DIRECTIONS 1. Place melt into your favorite mug. 2. Add hot milk. 3. Stir until melt is completely dissolved.
DARK CHOCOLATE DRINK infused with subtle flavors of orange and delicate spices Enjoy straight from the pouch. Once opened refrigerate and consume within 48 hours.
NET WT. 8oz (226 g)
Ingredients: Organic Raw Cane Sugar (Fair Trade Certified), Organic Fat-Reduced Cocoa Powder (Fair Trade Certified) (31%), Organic Chocolate Powder (Fair Trade Certified) (15%) (Organic Cocoa Liquor [Fair Trade Certified], Organic Raw Cane Sugar [Fair Trade Certified], Organic Cocoa Butter [Fair Trade Certified], Emulsifier: Soy Lecithin, Organic Vanilla), Organic Powdered Orange Peel (0.7%), Natural Orange Flavoring (0.7%), Organic Ground Cinnamon (0.1%), Organic Ground Nutmeg (0.1%), Organic Black Pepper (0.09%).
back
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
To create our Hot Chocolate, we blend our signature dark chocolate with raw cane sugar and cocoa powder, to add a little extra intensity.
front
TEAR ALONG THE DOTTED LINE
NUTRITION FACTS Serving size 1 spread, Servings per pack 5, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet. INGREDIENTS Organic Raw Cane Sugar, Organic Fat-Reduced Cocoa Powder, Organic Dark Chocolate Powder (which includes: Organic Chocolate Liquor, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin, Organic Vanilla Extract), Hazelnuts
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
MAYA GOLD
60% CACAO
x5
1.5 OZ (43 g) CUPS NET WT. 9oz (255g)
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
MIDTERM
GREEN & BLACK’S
PRESENTATION NOTES Don’t use the word “hope” in presentation. Elaborate on color choices. The color choices are not appetizing. The raw wood stick for the melt can use color. The top of the drink is too chunky and ooks unresolved. Nailed the vibe of the brand through the image of target audience. Ampersand is too thin compared to the rest of the logo, Get color inspiration from farmers market. The typography on the packaging is good.
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MIDTERM
GRAPHIC APPLICATION 2
GREEN & BLACK’S GINGER
GINGER CHOCOLATE BAR
NUTRITION FACTS Serving size 1 melt, Servings per pack 4, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
GINGER CHOCOLATE BAR
At rst, the e ry, spicy, crystallized Chinese ginger stays locked away inside the 60% dark chocolate. But, as it melts, a hit of ginger nds its way to your pallet.
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GRAPHIC APPLICATION 2
CHOCOLATE BAR
INGREDIENTS Organic Bittersweet Chocolate (Organic Chocolate, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin (Emulsi er), O rganic Peppermint Oil, Organic Vanilla Extract), Organic Whole Milk Powder.
with the sweet warmth of crystallized ginger 60% cacao
Tear a section and peel to enjoy. Share it with others or save the rest for later. No mess, no fuss.
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
MINT CHOCOLATE BAR
MINT CHOCOLATE BAR
Mint overwhelms chocolate if you’re not careful. It’s refreshing and invigorating, but it can overpower other avors when they’re combined. By nding the ratio of mint and Dark Chocolate we balance out both avors so they can come together to wow your senses.
NET WT. 3.5 oz (100g)
HOT CHOCOLATE MELT made with the n est organic fairtrade cocoa beans
CHOCOLATE BAR
INGREDIENTS Organic Bittersweet Chocolate (Organic Chocolate, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin (Emulsi er), O rganic Peppermint Oil, Organic Vanilla Extract), Organic Whole Milk Powder.
infused with peppermint oil for an intense mint taste 60% cacao
Tear a section and peel to enjoy. Share it with others or save the rest for later. No mess, no fuss.
DIRECTIONS 1. Place melt into your favorite mug. 2. Add hot milk. 3. Stir until melt is completely dissolved.
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
NUTRITION FACTS Serving size 1 melt, Servings per pack 4, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
SEA SALT CHOCOLATE BAR blended with delicate akes of Anglesey sea salt 80% cacao
Tear a section and peel to enjoy. Share it with others or save the rest for later. No mess, no fuss.
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
NET WT. 3.5 oz (100g)
SEA SALT CHOCOLATE BAR
INGREDIENTS Organic Bittersweet Chocolate (Organic Chocolate, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin (Emulsie r), O rganic Peppermint Oil, Organic Vanilla Extract), Organic Whole Milk Powder.
NET WT. 10oz. (300g)
NET WT. 3.5 oz (100g)
SEA SALT CHOCOLATE BAR
NUTRITION FACTS Serving size 1 melt, Servings per pack 4, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
DARK 60%
MINT
NUTRITION FACTS Serving size 1 melt, Servings per pack 4, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
Our Pure Milk Chocolate with sea salt combines the smooth sweetness of our milk chocolate with akes of Anglesey sea salt, hand harvested from the Irish Sea for a deliciously balanced avor combination.
To create our Hot Chocolate, we blend our dark chocolate with raw cane sugar and cocoa powder, to add a little extra intensity.
INGREDIENTS Organic Raw Cane Sugar, Organic Fat-Reduced Cocoa Powder, Organic Dark Chocolate Powder (which includes: Organic Chocolate Liquor, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin, Vanilla Extract) Manufactured by: Mondelez Int. 100 Deforest Ave E. Hanover, NJ 07936
GRAPHIC APPLICATION 2
GREEN & BLACK’S
93
GRAPHIC APPLICATION 2
RASPBERRY & HAZELNUT NET WT 1.5 OZ (43 g)
Based on a traditional spiced-chocolate drink from Belize, this rich, dark chocolate drink has a twist of orange, nutmeg, cinnamon and a hint of vanilla.
NUTRITION FACTS: Serving size 1 spread, Servings per pack 5, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet.
MAYA GOLD DARK CHOCOLATE DRINK infused with subtle avors of orange and delicate spices
INGREDIENTS: Organic Raw Cane Sugar, Organic Chocolate Powder, Organic Cocoa Butter [Fair Trade Certi ed], O rganic Powdered Orange Peel (0.7%), Natural Orange Flavoring (0.7%), Organic Ground Cinnamon (0.1%), Organic Ground Nutmeg, Organic Black Pepper.
60% CACAO
Our Dark Chocolate with raspberry and hazelnut combines the smooth richness of our signature chocolate with pieces of raspberries and lightly roasted chopped hazelnuts for a deliciously vibrant combination of a vors. NUTRITION FACTS Serving size 1 spread, Servings per pack 5, Amount per serving: Calories 80, Fat Cal. 5, Total Fat 0.5g (1% DV), Sat. Fat 0g (0% DV), Trans Fat 0g, Cholest. 0mg (0% DV), Sodium 5mg (0% DV), Total Carb. 18g (6% DV), Fiber 2g (8% DV), Sugars 14g, Protein 1g, Vitamin A (0% DV), Vitamin C (6% DV), Calcium (2% DV), Iron (2% DV), Percent Daily Values (DV) are based on a 2,000 calorie diet. INGREDIENTS Organic Raw Cane Sugar, Organic Fat-Reduced Cocoa Powder, Organic Dark Chocolate Powder (which includes: Organic Chocolate Liquor, Organic Raw Cane Sugar, Organic Cocoa Butter, Soy Lecithin, Organic Vanilla Extract), Hazelnuts
RASPBERRY & HAZELNUT CHOCOLATE SPREAD blended with raspberries and roasted hazelnut pieces 70% cacao
1.5 OZ (43 g) CUPS NET WT. 9oz (255g)
NET WT. 8oz (226 g)
Shake well and enjoy straight from the box. Once opened refrigerate and consume within 48 hours.
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
Manufactured by: Mondelez Int. 100 Deforest Ave East Hanover, NJ 07936
GRAPHIC APPLICATION 3
GREEN & BLACK’S
95
GRAPHIC APPLICATION 3
POST MIDTERM
GREEN & BLACK’S
97
POST MIDTERM
FINAL
GREEN & BLACK’S
99
FINAL