Endangered Species Chocolate Process Book by margaretbent

PROCESS BOOK MARGARET BENT GD2 - SANTORO FALL 2017

MEET THE BRAND Endangered Species Chocolate is about creating the best chocolate using ingredients that meet strict standards for quality, ethical trade and environmental sustainability. They are fair-trade, Non-GMO project vertified, Vegan, Gluten Free, Kosher, and RSPO. They have a huge giveback program where they give 10% of their net profits to their partners with a minimum of $10,00 to use on projects that are important to the foundations.

RESEARCH After looking at the brand I realized what made them so specials is they are not only highlighting an animal that needs help in inviting way but they are also educating about the animals. They also pair the animal perfectly with different kinds of their chocolate. They do a lot of research into the foundations they give back to, most are not huge programs but they matter to specific areas or animals.

STRATEGY AND INSPIRATION I wanted to continue their idea of keeping the main focus the animal with strong photography to make it a love letter to the animal, not a Sarah McLaughlin campaign. This is more of a refresh than a rehaul for the brand.

SKETCHES While sketching I looked at a lot of images of big cats to emulate the feeling of the animal, and because I was doing the three big cat bars. They have a variety of bars but I enjoy working with the form of big cats. I looked at different ways to express the type and keep their original logo part if possible. Current wrapping

Some lettered logos not really sure what I want to do with them at the moment

need the le

DRAFTS I began to work with two ideas for the logo and system, one very stiff and solid type in Din and one more fluid using the image of the animal and similar colors. Mostly I began to fully flesh out the packaging to get all the elements in a cohesive design.

Logos

Typefaces

Endangered C h o c o l a t e

ENDANGERED C H O C O L AT E

ENDANGERED SPECIES CO LH AOT CE

insert animal icon

C O L AT

ENDANGERED SPECIES CHOCOLATE

Or “CHOCOLATE” alligned to the name and something else along t h e b o tt o m

Need to find an appropriate tall typeface for this to work.

I want all the photopgraphy to be consistent. Same ages, same veiw (angle and where the animal is looking) and image type, trees in the background or something like that. Each animal will have a color scheme.w

TYPEFACES Pairing Din for strictly the logo and pairing it with a quirky full typeface, Affogato, for the body and other elements. While imagining the colors for the animals I looked at what sort of surrounding there were in and the colors of their coats to decide.

END

DIN

CONDENSED BOLD

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

Affogato Black Bold Medium

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

LOGO FAMILY The final logos for this brand with different variants for applications, the logo used on the chocolate bar is the main logo but the one without the box may be more harmonious, and the horizontal logos for websites or letterheads.

LEOPARD The Leopard is the fourth largest cat in the world and weights up to 200 pounds. They are agile swimmers and strong climbers located in the grasslands of Africa. It is a regal and elusive animal, typically avoid one another and leaving their kills in trees. This animal seems much easier to photograph than other big cats and are quite stoic. I wanted to show the features of the animal in the photography which showing the habitat in the colors.

JAGUAR The Jaguar is the third largest cat in the world and weights up to 300 pounds. They are excellent swimmers and climbers as they rely on proximity in trees rather than speed when hunting. Jaguars live in dense jungle and shoreline forests. Compared to other big felines the jaguar has quite chunky features with large skulls and bodies. The jaguar is very round with beautiful eyes so I wanted to get those deep eyes in the colors but find a striking photo.

TIGER The Tiger is the largest Asian big cat weighting 220-660 pounds depending on the kind. They live in rain and evergreen forests, and grasslands. Tigers are solitary creatures and have large territories. When viewing photography they are the most regal and striking. The tiger is the most recognizable when researching big cats, so I decided to go against the grain and find a side view of the tiger to show it differently but still emulate the characteristics of the tiger.