Brand Strategy
& Design
Sir Chocolate
Sir Chocolate produces
fairly sourced, high-quality, vegan chocolates that offer guilt-free pleasure to conscious people
The Challange
A high-quality Brand Identity that communicates the quality of the ingredients, the environmentally conscious and social approach, and the products of Sir Chocolate, while also highlighting that it is a delightful dessert. To stand out as a brand, it is also important that we focus on the unique personality of Sir Chocolate.
The Outcome
A muted, minimalistic color palette helps position the brand as high quality and the psychologically informed use of color communicates trustworthyness and responsibility. This way the brand can successfully communicate its approach and differentiate from it's competitors, who mostly use multicolored designs.
Unique illustrations help further set the brand apart and ensure brand recognition across all media.
Project Scope:
Brand Strategy,
Creative Direction,
Identity Design
The final Design
What it looked like in the end?
Here are some impressions of the final design.
How we got there?
Step 1: Strategy
First, we clarified the brand's strategic goals, story, mission, values, archetype, tone of voice, and ideal audience.
Then we researched the brand's competitors and figured out how Sir Chocolate will be positioned within their market.
These insights helped us to create a solid brand strategy that informed our following design choices.
Step 2: Creative Direction
We created a mood board that translated our insights from the Brand Strategy and Competitor Analysis into design choices.
For example, we chose blue as the primary brand color because it stands for trustworthiness and responsibility, which makes it the perfect choice for a sustainable and socially conscious brand. Combined with neutral complimenting shades of beige, greyish blue, and green, a reduced and muted color palette is complete. This minimalistic approach to color communicates that Sir Chocolate products are premium and helps to differentiate it from the brand's competitors, who mostly use bold and multicolored designs.
A set of unique brand illustrations sets the brand apart and ensures brand recognition across all media.
An elegant yet distinct font finalizes the Brand Identity.
Step 3: Logo & Brand Collateral Creation
We created a wordmark, a monogramm, and a figurative mark for smaller spaces like social media profile pictures.
After finalizing the logo variations, exports for print and digital, and a Brand Style Guide to ensure a consistent brand appearance, we created packaging for the chocolate brand, stationary and business card design, a brochure, and some merchandise like a totebag.