Enjoy Chocolates
Enjoy the moment, enjoy the journey.
For print design class, I needed to come up with a concept for a chocolate company, as well as branding elements, so I could create packaging for the chocolates. I called the company Enjoy Chocolates, with a tagline of “Enjoy the moment, enjoy the journey.”
What I Did
Marketing Strategy, Branding, Packaging Design
Year
2021
Software Used
Adobe Illustrator
Marketing Strategy
Positioning
Enjoy Chocolates’ tagline is, “Enjoy the moment, enjoy the journey.” Enjoy Chocolates’ goal is to provide a moment of enjoyment in the midst of the stress of daily life. By providing purchasers with a moment of enjoyment, Enjoy Chocolates encourages them to enjoy the journey toward their goals, rather than just the destination.
Enjoy Chocolates come in small pieces – 1-inch squares that are ¼ inch thick. Enjoy Chocolates are purposefully kept small so that customers can experience the mood-boosting benefits of dark chocolate without feeling guilty about consuming too many calories. The dark chocolate pieces contain 70% cacao – enough to maximize mood-boosting benefits while allowing the chocolate to remain sweet enough to be enjoyable. Because of their high level of cacao, Enjoy Chocolates have a more mellow sweetness – a semi-bitter taste, with a touch of sweet flavor.
Enjoy Chocolates come in boxes of 30. They can be ordered online on Enjoy Chocolates’ website. Boxes can be purchased individually, or customers can pay a subscription fee to receive a box each month, with the idea of there being enough for approximately one per day. Therefore, a serving size is 1 piece.
Target Audience
Enjoy Chocolate’s target audience is young, career-driven Gen Z and Millennial women. These women would be in their late teens (high school graduates) through 30s – in college or earlier on in their careers. They would be single, newly married, or have their first one or two young children, as opposed to older, extremely busy mothers with several children. They would either be in the workforce or running their own serious business or side hustle.
Branding
Visual Identity
The brand has a bright, happy, upbeat feel. It has a higher-end, yet affordable vibe – accessible enough for the average person but upscale enough to feel special.
Colors
Enjoy Chocolates’ main colors are bright shades of pink, lime green, yellow, and sky blue. These colors provide an upbeat, distinctly feminine feel that is perfect for Enjoy Chocolates’ target audience.
Fonts
Enjoy Chocolates’ primary font is Titular Alt, which has almost a handwritten quality that sets it apart, but also has a modern feel. The secondary font is the plain, modern Avenir, which has somewhat softer, more rounded letterforms.
Logos
I created a number of logo variations for different uses. They all include a timeline-style detail that points back to the tagline, which discusses enjoying the journey of life by enjoying the moment.
The full lockup is horizontal-oriented and includes the tagline. I also created a square version that doesn’t include the tagline for spaces that require a less horizontal orientation. Additionally, I created an abbreviated version with just the company’s initials, EC, and the timeline arrow. Finally, I shortened the timeline arrow so that it could serve as an icon in and of itself if needed.
Packaging
Enjoy Chocolate’s packaging encapsulates its brand message. I created a fun, striped pattern for the box to provide an upbeat feel. I also included a motivational quote, which would be switched up monthly, turning Enjoy Chocolates’ boxes into collectible, decorative, reusable keepsakes. The chocolates would be individually wrapped to keep the box clean for reuse. I also incorporated some messaging reminding purchasers that although life may be hectic, it’s worth taking time to enjoy the moment.
