Approaching the creation of a brand identity for a new bar-to-bean chocolate maker in Seattle requires careful consideration of the company's values, target audience, and competitive landscape. We started by working closely with the client to gain a deep understanding of their unique story and the values that drive their business. Next, we researched the market to identify key competitors and market trends, allowing us to develop a brand identity that stands out in the crowded Seattle food scene. We would also work to understand the target audience and their preferences in order to create a brand identity that resonates with them. Throughout the process, we collaborated closely with the client to ensure that the brand identity accurately reflects their vision and captures the essence of their business. Ultimately, the goal is to create a brand identity that sets this new chocolate maker apart from competitors and establishes its position as a leading producer of high-quality, ethically-sourced chocolate in Seattle.

We created three different personas as a representative for the company itself, based on the clients knowledge: Timeless Engineer, Innovative Foodie and Transparent Traveler.

In order to create a logo that represents and resonates with our target audience, we first explored the different identities of our three personas. We delved into their unique characteristics, preferences, and behaviors. We wanted to understand what makes each persona tick, and what values and traits are most important to them. Based on our research, we came up with a set of adjectives that capture the essence of each persona, such as adventurous, structured, and sophisticated. These adjectives helped us create a starting point for the logo design, providing a clear direction and focus. By centering our design around the personas and their unique identities, we were able to create a logo that feels authentic and meaningful to our target audience.

Different design approach for three different personas

After exploring the identities of our target audience and gathering a set of adjectives that capture their essence, we landed on the idea of using a sailboat as the central image for our logo design. The sailboat symbolizes adventure, exploration, and the pursuit of new experiences. It also evokes a sense of high quality and attention to detail, as sailing requires meticulous planning and execution. Additionally, the sailboat represents the enjoyment and relaxation that our target audience seeks, as it provides a sense of freedom and escape from the stresses of everyday life. We worked to refine the design of the sailboat, carefully considering the color, shape, and placement to ensure that it perfectly captured the essence of our brand and resonated with our target audience. Through this process, we were able to create a logo that not only looks visually appealing but also effectively communicates the values and personality of our brand.

Based on research above we created a new moodboard for our brand persona

Creating a strong design and color system for a brand is even more important when dealing with a product line like Spinnaker Chocolate, which will feature different bars that need to have a slightly different look to them. To ensure that each bar retains its own unique identity while still maintaining a cohesive brand image, we focused on creating a flexible design and color system that allows for customization and variation within a consistent framework. We developed a color palette that could be adapted to suit the different flavor profiles of each bar, while still remaining true to the overall brand aesthetic. We also established a clear design system that could be customized to suit the packaging and marketing needs of each individual product. By creating a strong design and color system that can be adapted to suit different product lines, we are able to build a stronger brand identity that effectively communicates our message and resonates with our target audience, while still maintaining the unique identity of each individual product.

Spinnaker Color

Overview of different colors based on the % of the cocoa

overview of our packaging and how we implemented the design & color system
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Creative Director: Julia Van Arsdale

Illustrator: Ferran Torras