Tifa Chocolate & Gelato Process Book
ART CENTER COLLEGE OF DESIGN STUDENT: RICHARD JENG TERM: FALL 2014 COURSE: PACKAGE DESIGN 2: BRAND SYSTEMS FACULTY: GERARDO HERRERA & ANDREW GIBBS
Š 2014 by Richard Jeng 1415 Holly Ave., Arcadia, CA, 91007 1 626 231 6520 / rjengaa@gmail.com Instructed by Gerardo Herrera & Andrew Gibbs Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book Designed and produced by Richard Jeng Image sources by Richard Jeng & Gerardo Herrera Final photography by Jason Ware
“Quality. Passion. Love. From our family to yours, everything we make at Tifa has those three key ingredients. Drop by and enjoy our exquisite gelato, handmade chocolates, artisan chocolate bars, European drinking chocolate and espresso drinks.�
W CHOCOLATE & GELATO | PROCESS BOOK
Table of Contents
01
02
Introduction
Research
About TIFA
1.1
Logo Analysis
2.1
Product Categories
1.2
Packaging Analysis
2.2
Retail Display
2.3
Competitor Analysis
2.4
Product Experience
2.5
Interviews
2.6
Target Audience
2.7
Case Study
2.8
03
04
05
Brand Identity
Package Form
Final
Mind Map
3.1
Form Development
4.1
Midterm Presentation
5.1
Key Attributes
3.2
Graphic Application
4.2
PDP
5.2
Concept Statement
3.3
4.3
Mechanicals
5.3
Logo Development
3.4
Graphics & Form Development
Final Design
5.4
Final Approach
4.4
Final Logo
3.5
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INTRODUCTION
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01
Introduction About TIFA
“Tifa Chocolate is dedicated to the pure enjoyment of chocolate. We’ve found that there’s a world of chocolate out there just waiting to be discovered. All over the world there are master chocolatiers working magic; and we’re dedicated to bringing their gourmet chocolate to you. Let us be your guide as you explore the world of chocolate!”
INTRODUCTION
Company Overview
Tifa started in 2007 by Shawn and his sister Candace. Located in Agoura Hills, Tifa Chocolate and Gelato offers baked goods, hand crafted chocolate confections and authentically made gelato with and American style twist. Tifa is a great place to meet old friends and make new ones. Tifa creations are made from Tanzanian chocolate—which is pretty forward-thinking in itself, working with single-origin chocolate (typically chocolatiers use a blend of beans from many different geographical locations). Shawn has mentioned that he is developing a cocoa bean-to-bar operation that will in order for
him to fine tune every one of the Tifa unique flavor combinations. The name of Shawn’s and his sister Candace’s shop pays homage to their late uncle who encouraged them to find their passion in life and do it. He took the two traveling after they were both out of school, and while sitting at a European sidewalk café, they realized that Southern California would be better off with a dose of that euro-style café atmosphere and really, really, really good chocolate.
THIS IS TIFA CHOCOLATE & GELATO — Meet the team that creates chocolate with love and passion.
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INTRODUCTION
Meet Shawn. He makes the chocolate... Co-founder and owner, Chocolatier
This is Candace. She makes the gelato & the baked goods... Co-founder and owner, Pastry Chef
Here is Michael. He makes the drinks. Barista Manager and Sous chef
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INTRODUCTION
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INTRODUCTION
Product Categories
CHOCOLATE Bon bons Truffles Chocolate Bars Drinking Chocolate Turtles Chocolate Liquors
BAKED GOODS Brownies Cakes Cookies Scones
GELATO Pop Pints Seasonal Flavors
Current Menu Serif fonts combined w/ florishes. Use of leaf flourishes. Icons are used to represent the food item. They are using minimal colors, black and white. They ultilize a poster style layout/format.
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INTRODUCTION
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INTRODUCTION
Store Atmosphere & Retail Space The store’s atmosphere is similar to that of a traditional American family home kitchen. Their own aesthetic is the ‘rustic americana style’. The owners wanted to create an atmosphere that was welcoming and homely feeling. One unique aspect about the Tifa store are the windows to let customers look at the kitchen. At window are customers are encouraged to write suggestions for new and original flavor ideas to help inspire the chefs to create new treats.
Customers definitely feel great, welcomed and comfortable when they arrive to the Tifa store. The employees are always smiling and are eager to help and get to know the customers.
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INTRODUCTION
Tifa’s Current Packaging The owners originally envisioned using wax seals of their logo on all of their packaging, but this idea was quickly dimissed because of cost issues. The logo is now applied on with a simple rubber stamp and ink. Tifa is currently ultilizing simple carton boxes, ridgid boxes, paper bags, paper cups and paper ice cream cups. The owners have specifically specified that craft packaging in their store sells more than other packages using ‘fancy techniques and finishes’.
The owners really appreciate “the hand-made-craft” and are favoring for using materials and substrates ultilizing tactile textures. They are currently utilizing eco-friendly recyclable materials, such as: recylable paper substrates and disposable corrugated cups. They also want their packaging to seem ecofriendly and approachable.
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Research Logo, Packaging, Retail, Target Audience
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RESEARCH
Analysis: Current Brand
RESEMBLES A WAX SEAL SERIF “T” W/ LEAF FLOURISCHES
LEAF FLOURISHES
SERIF TYPEFACE COMPANY NAME
EXPLAINATION
Tifa’s Current Logo The logo is inspired by wax seals. The company owners really wanted to use real wax seals on all of their current packaging, but due to budget reasons they ended up not using that idea. The company is named after
their father’s Egyptian Uncle who has traveled the world and encourages experiencing new cultural and their cuisine. The current logo also seems very uninviting because of the 'allcaps' wordmark.
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Current Logo Applications The logo is currently used on tags, boxes and banners. Now, none of their current packaging is ultilizing the ‘wax-seal idea’ due to complex budgetary reasons. The current logo and its applications do not fit with the owners vision of a welcoming and friendly brand.
Overall the logo seems way too cold, too distant and is not very memorable to the consumer. Their current logo does not accurately depicts what the Tifa brand represents, which is: friendly, inviting, comfort and loving. The logo also loses fine details when reduced at a smaller scale.
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RESEARCH
RESEARCH
Competitors
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Momofuku Milk Bar Momofuku Milk bar, a bakery in NYC. Momofuku makes cookies, cakes, pies and more! Milk bar is the home of crack pie, cereal milk, and compost cookies. They make unique flavors and are not afraid to try different things. Milk is known for their test kitchen located in Brooklyn, NYC.
FIKA When you experience FIKA, you partake in a philosophy of building something substantial, honest and enduring. The word FIKA [fee:kah] translates into taking a coffee break to indulge in the ritual of conversation, often accompanied by something sweet or savory.
L’arte del Gelato Every day, L’Arte del Gelato is applying all the ancient secrets to making the perfect gelato. From the original recipes to using only the the freshest ingredients and centuries-old Italian craftsmanship, Chelsea Market is proud to bring you the pure delights of L’Arte del Gelato.
Teuscher Chocolates Teuscher name has garnered a reputation as one of the world’s finest chocolatiers and earned accolades from publications, connoisseurs and customers alike.
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Ferrero Rocher Ferrero Rocher is a spherical chocolate sweet made by Italian chocolatier Ferrero SpA. Introduced in 1982, the chocolates consist of a whole roasted hazelnut encased in a thin wafer shell filled with hazelnut cream and covered in milk chocolate and chopped hazelnuts.
Talenti Gelato Talenti began as a gelateria in 2003 and has since grown into the the world’s best-selling packaged gelato and the third best-selling premium ice cream brand in the United States.
Mast Brothers Chocolate Mast Brothers is a chocolatier in Brooklyn, New York City, run by brothers Michael and Rick Mast. They are from Iowa.
TCHO TCHO is a luxury chocolate maker based in San Francisco, California. TCHO was co-founded in December 2005 by Timothy Childs, a technology and chocolate entrepreneur, and Karl Bittong, a 40-plus year veteran of the chocolate industry.
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Retail Competition: TAZA ABOUT: Taza is an independent, community focused specialty coffee house loacted in the heart of Arcadia. We believe that uncomplicated is better. We believe in delivering the best product we can find. Most importantly, we want to share our passion for coffee and service with you. We will provide hand crafted artisan coffee, honoring, the dedication and care that goes into every bean. With each cup of coffee, out customer’s will know the spirit and sincerity that infuses every cup. We believe a great cup of coffee is a perfect vessel for people to gather, share their ideas, their lives and the small moments of their day. We know that diveristy, good relations and great passion reward us with endless possibilities...
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Retail Competition: Copa Vida ABOUT: We believe in coffee. We believe in tea. We believe these are simple tools that empower people, a community. Copa Vida is committed to ensuring the highest quality and taste possible is brought to you. We are committed to every cup being a representation of an equitable and sustainable process for all, from coffee farmer to roaster, to barista, to finally you. We will try our darndest to serve you, whether it be through explaining what tastes best at the moment, or taking the time to explain why we take our coffee so seriously. We are here to serve you.
They say chocolate is addicting... Experiment: 01 01
02
03
04
05
06
Chocolate as Marijuana • Rolling a joint with chocolate. • Was easy to break up. • Rolled up fairly easily. • Burned but went out fast. • Inhaled smoke (probably from the paper) • Chocolate started to melt • Tasted like smores.
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Experiment: 02 01
02
04
Chocolate as Cocaine • Cutting lines and snorting lines of chocolate. • Was difficult to turn into a fine powder. • When dividing up the line with a card, the chocolate started to melt. • Snorting was difficult, managed to snort a couple of the finer pieces. • I am going to be smelling chocolate for the next few days...
03
05
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RESEARCH
Interviews
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Interview: 01 What is your favorite type of chocolate? Why? Dark, I like the complexity and acidity of the chocolate. What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? Amani – Flavor.
Robert Cowan Male 31 New York, NY Graphic Designer Foodie
Do you ever/like to pair anything with your chocolate while eating it? Does it add anything to the experience? Not really, but I like chocolate pretzels, hot fudge, etc. Have you ever baked/cooked with chocolate before? How did that experience go? Yes, multiple times, most of them went well. On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? Just impulse. What do you look for when purchasing chocolate? Why? Packaging, always a sucker for packaging or if someone recommends/gives me some (samples/sharing),
Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? From the market, Talenti. Its clean packaging and really delicious taste. What is your favorite flavor of gelato and why? No favorites. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? Brick and mortar feels more like a treat, store feels more like I’m a fat slob. Do you think that affects the taste of the gelato? No, not really (but I realize I’m probably the outlier here).
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Interview: 02
Annie Liao Female 21 Arcadia, CA Illustration Student Chocolate Lover
What is your favorite type of chocolate? Why? Milk with nuts or dark with tart fruit filling. I like the contrast of flavor and texture.
What do you look for when purchasing chocolate? Why? Interesting new flavors catch my eye or pretty packaging. Or ones that are milky and soft.
What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? Whatever brand Kinder chocolate is. Addicting as hell and reminds me of my childhood home across the globe.
Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? Honestly don’t know the difference between gelato and ice cream. None stand out to me.
Do you ever/like to pair anything with your chocolate while eating it? Does it add anything to the experience? Something bitter like tea or coffee to counter the sweetness. And sharing it with a friend makes it better, too. Have you ever baked/cooked with chocolate before? How did that experience go? Uhhh 50/50 chance of surprising success or total failure. Smells good though and makes me wish that it will come out as well as it smells. And I like the color it makes the dough. On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? Period/times of sugar withdrawal/stress/happiness. To satisfy a craving usually. Brand varies and usually milk chocolate.
What is your favorite flavor of gelato and why? Tea flavored ice cream because I like tea and it tastes more complex with the sweet and bitter coming together. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? Buy at a gelato store. Do you think that affects the taste of the gelato? Tastes more fresh and creamy. Probably not but I like feeling special when I’m eating ice cream/gelato so the store makes it feel more like an occasion.
Interview: 03 What is your favorite type of chocolate? Why? Dark chocolate, because milk and white chocolate are too sweet for my taste.
Kristy Huang
What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? Don’t have a favorite, but Godiva’s packaging is pretty, and it does make it seem more appealing. There is also the perception that it is of higher quality chocolates.
Female 24 Temple City, CA Digital Advertising Aspiring Baker
Do you ever/like to pair anything with your chocolate while eating it? Does it add anything to the experience? Not really. Have you ever baked/cooked with chocolate before? How did that experience go? Yes, usually with cocoa powder or chocolate chips. Cocoa powder has an interesting aroma; baked goods don’t come out smelling as tasty as one would imagine. On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? No special occasion. Usually when I’m standing at the checkout line and I see it out on display. Last minute decisions.
What do you look for when purchasing chocolate? Why? I look for cacao content (preferably 70% or higher), because I prefer dark chocolate. Different/new flavors might also pique my interest when I am making a purchase. Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? I do not have a favorite brand. I don’t eat gelato that often. What is your favorite flavor of gelato and why? I don’t have a favorite flavor. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? Brick and mortar, because there is a perception that it is fresher. Also more fun than making a run to the grocery store. But more importantly, portion control! Do you think that affects the taste of the gelato? Yes, ice cream can get gummy if it sits in the freezer for a while, and I would assume the same thing would happen to gelato.
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Interview: 04 What is your favorite type of chocolate? Why? I like dark chocolate because it is bittersweet. What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? I don’t have much favorite chocolate brand because they taste pretty similar to me. I’m all about that marketing. Meji.
Alfred Sun Male 24 Arcadia, CA Real Estate Loves to Eat
Do you ever/like to pair anything with your chocolate while eating it? Does it add anything to the experience? I don’t usually eat chocolate but when I do, I eat it by itself because I am a systematic eater. Have you ever baked/cooked with chocolate before? How did that experience go? Yes I have in home economics class. I got 97%. On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? When a girl is complaining about her cramps. I go for whatever is on sale unless she request otherwise. If she’s cuter, I’d go for the higher tier chocolates.
What do you look for when purchasing chocolate? Why? I usually go for the brand names because i feel that’s safer but whatever is cheaper. Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? I don’t have a favorite brand. What is your favorite flavor of gelato and why? I don’t eat enough to distinguish the flavors over each other. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? Whatever is cheaper or more fitting for a date? Do you think that affects the taste/smell/feeling of the gelato? Yes. I think so... Sure.
Interview: 05 What is your favorite type of chocolate? Why? Dark, healthier. Not too sweet What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? Tcho, because the packaging is so well designed. The flavors are also very unique.
Jeff Silva Male 37 Brooklyn, NY Design Manager Hot Sauce Chef & Entrepreneur
Do you ever/like to pair anything with your chocolate while eating it? Does it add anything to the experience? Coffee. Pairs great with the sweetness of the chocolate Have you ever baked/cooked with chocolate before? How did that experience go? Yes, it’s always fun to watch the chocolate melt On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? I have a sweet tooth, so whenever that craving hits. Usually a twix will do. What do you look for when purchasing chocolate? Why? Packaging or any other chocolate brand friends tell me I have to try.
Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? From the market, Talenti. Its clean packaging and really delicious taste What is your favorite flavor of gelato and why? Espresso from L’Arte del Gelato. I like coffee. I need my caffeine. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? Tastes fresher when you get it at the actual store Do you think that affects the taste of the gelato? The fluffiness of the gelato is gone when you buy it at a grocery store.
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Interview: 06 What is your favorite type of chocolate? Why? Dark— tastes better, not as sweet, healthier. Milk chocolate w almonds — good texture, like almonds.
Andrew Chen Male 24 San Francisco, CA Graphic Designer Simple & Social Eater
What is your favorite brand of chocolate, why? What is it about that brand that stands out to you? Herseys, cheap milk chocolate that is the most normal kind of chocolate you can get. Too cheap to buy gourmet chocolate. Do you ever/like to pair anything g with your chocolate while eating it? Does it add anything to the experience? No, i usually like eating chocolate by itself. Have you ever baked/cooked with chocolate before? How did that experience go? No. On what occasions do you usually purchase chocolate? Why? What brand and type of chocolate do you usually get? Herseys when i randomly crave it from time to time. No special occasions maybe toblerone if i feel fancier.
What do you look for when purchasing chocolate? Why? Probably brand name. I usually just buy the cheapest i see, which is usually herseys. Do you have a favorite brand of gelato? Why? What is it about that brand that stands out to you? Nope. What is your favorite flavor of gelato and why? Cookies and creme. Do you prefer to purchase gelato at the actual brick and mortar store or do you just get it at your local grocery store? N/a dont usually buy. Do you think that affects the taste of the gelato? No, probably not.
Target Audience Based on Research & Interviews: Consumers buy chocolate & gelato based on new flavors, new experiences and eye-catching packaging. New flavors and fresh ingredients seem to influence the audience as much as the packaging itself and the brand.
• • • • • •
Male & Female: 21 ~ 38 Foodies Interested in new flavors Interested in ingredients Loves to try new things Loves to indulge in sweets
As a result, the packaging should not only show off the brand but also show-off newflavor combinations and what ingredients are included.
Tifa Brand Strength:
Tifa Brand Drawback:
• Handmade • Quality Ingredients • Made Fresh Daily
• Lacks communication • Branding is plain • Packing does not stand-out
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Case Study
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ABOUT:
INSIGHTS:
Every day, L’Arte del Gelato is applying all the ancient secrets to making the perfect gelato. From the original recipes to using only the the freshest ingredients and centuries-old Italian craftsmanship, Chelsea Market is proud to bring you the pure delights of L’Arte del Gelato.
Designer Louise Fili uses playful colors, shapes and type to help promote the brand. L’Arte del Gelato creates seasonal flavors in order to incite new customers.
This up-and-coming mini-chain was founded in 2005 with a Chelsea Market stand under the not-so-confidence-inspiring name Jimmy’s Gelato—“Jimmy” being, according to expat Sicilian partner Francesco Realmuto, the closest American equivalent of his father’s name, Vincenzo. When that didn’t catch on he rechristened it L’Arte del Gelato and expanded two years later. Francesco Realmuto, a former diamond-cutter, opened a gelato stand, L’Arte del Gelato, in the Chelsea Market, 75 Ninth Avenue (15th Street), about six months ago. Now, in addition to vibrant sorbets (including irresistible pomegranate) and suavely creamy gelatos (like cherry-vanilla and pistachio), he is making party cakes.
Tifa is currently creating gelato with fresh and unique ingredients, combining original flavor combinations.
• Bright Eye-catching Colors • Playful Typography • Fresh Ingredients
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ABOUT:
INSIGHTS:
Momofuku Milk bar, a bakery in NYC. Momofuku makes cookies, cakes, pies and more! Milk bar is the home of crack pie, cereal milk, and compost cookies. They make unique flavors and are not afraid to try different things. Milk is known for their test kitchen located in Brooklyn, NYC.
Milk Bar pasty chef, Christina Tosi is unafraid to experiment with ingredients. They constantly introduce new flavor combinations leaving the customer craving to try them all.
Milk Bar, under the direction of pastry chef Christina Tosi, Milk Bar is based in New York City and has five locations. In its early days, Momofuku made do without dessert (unless you count the Hershey’s Kisses David Chang occasionally doled out at Noodle Bar). But as the organization matured, it gained a staff sweet tooth in the energetic form of Christina Tosi, 27, who’d worked at WD-50 and Bouley before she served Ssäm Bar’s first Tristar strawberry shortcake. Then came Noodle Bar’s kooky soft-serve, Ko’s deep-fried apple pie, and finally, a bona fide bakery adjacent to Ssäm Bar called Momofuku Milk Bar.
• Playful Flavor Ideas • Simple Packaging • Packaging lets the food be the main attraction
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ABOUT:
INSIGHTS:
Mast Brothers is a chocolatier in Brooklyn, New York City, run by brothers Michael and Rick Mast. They are from Iowa. Mast Brothers Chocolate Makers offers a variety of single estate and single origin chocolates as well as their first house blend.
The Mast Brothers’ intensely flavored chocolate is made only from cacao pods and cane sugar.
This artisanal chocolate factory creates beanto-bar handmade candy in small batches and sophisticated flavors. Founders Michael Mast and his older brother Rick came to New York to pursue careers in film and cooking, respectively. The pair discovered a flair for chocolate-making at Brooklyn dinner parties, and turned their creative focus to cacao instead, sourced from small farms in Ecuador, Madagascar, and Venezuela. The space has an unfussy, rustic vibe, modeling exposed brick and overhead beams, an old freight elevator, and a Cyprus wood bar (a hand-me-down from an old-time ice-cream parlor in Pennsylvania), with a soundtrack of bluegrass, classical, and glam rock playing overhead. The brothers produce around ten flavors, from a blend of almond and sea salt to the popular salt-and-pepper bar. Each is wrapped in gold foil and thick Italian paper in vintage-inspired floral, paisley, and patterned prints. Visitors congregate around the long kitchen table to taste their spoils and watch the unhusked chocolate nibs be ground with a stone granite roller.
• Simple Packaging • Alludes to the nature of the product (chocolate) • Hand-wrapped in specially designed patterned paper
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TIFA Chocolate. For the Pure Enjoyment of Chocolate. There’s a whole world of chocolate and flavors just waiting to be discovered. Let us be your guide as you explore the wonderful world of chocolate! Quality. Passion. Love. Each is crafted with care, from our family to yours.
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BRAND IDENTITY
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03
Brand Identity Brand Development, Key Attributes, Concept, Logo
BRAND IDENTITY
Six Key Attributes
Experimental
Experience
Artisanal
Comfort
Adventurous
Passion
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Experimental
Experience
Comfort
innovative pioneering progressive avant-garde unconventional leading-edge pioneer original visionary radical vanguard
adventure happening awareness delight comprehend feel share phantasm phenomenality wonder endowment receive encounter experiment partake examine inspect savor
amenity contentment convenience enjoyment happiness luxury pleasure relaxation relief satisfaction warmth well-being abundance alleviation
Passion
Adventurous
Artisanal
devotion ambition desire drive hankering hunger yearning vigor eagerness earnestness emulation energy enterprise enthusiasm spirit striving
bold courageous audacious brave enterprising audacious fearless daredevil daring fearless gallant unafraid undaunted valiant valorous venturesome venturous
excellence superiority class distinction eminence excellency fineness greatness perfection superbness transcendence virtue worth ĂŠclat quality exquisite
Concept: Americana Chocolate
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01 Adventurous
02 Experience
03 Comfort
04 Experimental
05 Passion
06 Artisanal
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BRAND DEVELOPMENT
Concept Statement The TIFA redesign introduces and delivers a sense of comfort and a quality artisanal food experience for adventurous men and women. Each package offers fine gourmet chocolates made with love and passion, but with a little kick of alluring experimental flavors to peak your curiosity and engage your palette. The opening ceremony of each package experience offers an ‘at-home’ American comfort and celebrates artisanal crafted gourmet chocolates.
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BRAND IDENTITY
BRAND DEVELOPMENT
Logo Development
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Logo Development: Phase One
01
02
03
04
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06
07
08
BRAND IDENTITY
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Logo Development: Phase Two
01
02
03
04
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06
07
08
BRAND IDENTITY
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Logo Development: Phase Three
01
02
03
04
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Logo Development: Final Logo & Lockup
2X
3X
X
X
3X
2X
Color Explorations
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Typography PRIMARY
EAMES CENTURY MODERN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SECONDARY
BRANDON GROTESQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Colors PRIMARY
PMS 7421 C
PMS 194 C
PMS 7421 C w/ pattern
PMS 194 C w/ pattern
PMS Neutral Black C
w/ blue pattern
w/ red pattern
w/ yellow pattern
PMS 7700 C
PMS 316 C
PMS 7700 C w/ pattern
PMS 316 C w/ pattern
SECONDARY
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BRAND IDENTITY
Logo Concept Statement The redesigned TIFA logo is inspired by logos of the 1920’s. Together, the bold holding shape and logotype is intended to represent a feeling of nostalgia and comfort. A modified modern Egyptian typeface was chosen to help further communicate those feelings. The serifs of the custom drawn logotype and the container mimic the ‘base foundation’ found in the packaging.
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PACKAGE FORM
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04
Package Form Packaging Development, Form, Graphic Application
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PACKAGE FORM
83
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
PACKAGE FORM
Graphic Application
85
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
87
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
PACKAGE FORM
89
Graphic & Form Development
Chocolate Bar
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
91
Gelato
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
93
Chocolate Flavor Sampler
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
95
Chocolate Covered Espresso Beans
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
97
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
99
Materials & Finishes
Fiber Mark Touché® Cover
Color: Touché® Cover - Black
Color: Touché® Cover - Burgundy
Color: Touché® Cover - Cream
Cranes Cover Natural White
Classic Linen Brilliant White
White Vellum Paper
Transparency Film
Wrapping Foil
Papers
Plastics & Foils
Finishes
UV Spot Varnish
Color: Touché® Cover - Slate Blue
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
PACKAGE FORM
101
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
103
05
Final Midterm Presentation, PDP, Mechanicals, Final Design
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
FINAL
Midterm Presentation
105
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
107
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
109
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
111
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
FINAL
Final Design
113
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
115
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
117
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
119
PACKAGING 2 | FALL 2014 | TIFA CHOCOLATE & GELATO
FINAL
121