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YCN - The Grown Up Chocolate Company
Concept This is a contemporary, pattern-based design that brings something new to The Grown Up Chocolate Company, while remaining in-keeping with the playful brand identity. The colourful, repeat pattern illustration alludes to the theme of mystery behind the product, playing on the idea of cocoa beans having hidden gems inside, waiting to be found by the customer.
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YCN - The Grown Up Chocolate Company
Sleeve The illustrative pattern of the cocoa beans and the branches creates leading lines throughout the design. The central of the front sleeve has purposefully been left unfilled so that the logo would be the focal point of the whole design. The reverse of the sleeve uses features from existing chocolate bar designs from The Grown Up Chocolate Company such as the ‘3 Bars of Joy’ to reinforce the playfulness of the brand.
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YCN - The Grown Up Chocolate Company
The Tray The inside tray is split into 3 sections, inspired by the 3 bars that will eventually be placed inside. The secret messages in each section can be read individually or as one longer message as they make sense either way. The colours used for the type and border are influenced by the colours used on the pattern design to show cohesion throughout. The reverse of the tray has a lower opacity of the repeated pattern so that it shows consistency to the front sleeve. ‘‘Enjoy!’ has been hidden away so that it is seen on the border of the tray where you spot it from certain angles as it allows consumers to find it later on. The blank boxes are left so that it can be replaced with the ingredients list, barcode, external logos, ISBN and website.
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YCN - The Grown Up Chocolate Company
Landing Page The landing page follows the same layout as the current landing page to keep consistency. Product photography show customers a preview of the product to entice them to view it further. The landing page uses the same Pantone colours as the packaging to form a cohesive appearance. Customers are able to view the stages of designing to make them excited to learn more. Customers are also able to interact with the company by tagging The Grown Up Chocolate Company on Instagram to be in with the chance of being featured on the website.
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YCN - The Grown Up Chocolate Company
Shelley Huang, Siobhan Spencer, Hannah Johns
Summary This packaging design and landing page cater to young professionals of any gender, using playful illustrations and text placement to promote and draw attention to the brand. The illustrations are handmade but refined, appealing to sophisticated adults looking for a fun and exciting product. The type on the packaging is humorous and draws on the playful identity of the brand. The landing page creates a cohesive brand, tying it together with the packaging through the consistent use of colour palette and type.
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YCN - The Grown Up Chocolate Company