DeLush Choco
Brand Identity * Packaging Design * Illustration
Problem Statement
The challenge was to create branding and packaging for a hypothetical line of jumbo chocolate bars, with the company name “DeLush Choco” provided. I chose to go for a dessert series, and from there decided to illustrate fun, retro, eye-catching characters to represent the three unique flavors. A front package design, back package design, and mockup images for three different jumbo chocolate bars were required.
The Story
As a lover of retro design, I wanted to challenge myself to design retro mascot characters to represent the different dessert flavors of DeLush Choco. In my eyes, retro characters are fun, lovable, and great at drawing attention, which is exactly what I wanted to achieve with these chocolate bars.
Process
This project began as a brand identity challenge, introduced early in my design education. The project was revisited a year later to apply a refined understanding of design principles and approach changes with an experiential perspective. The color palette was reduced and brightened to reflect the sweet and playful qualities defining the dessert flavors. The redesign also included an overhaul of typefaces, sizing, and proximity to build a strong visual hierarchy of information, allowing the flavor of each chocolate bar to be easily discerned at a glance.
The original chocolate bar designs, created a year prior to the final designs for a sophomore class project.
Finalizing
The evolution of this design directly paralleled my growth as a designer. I grew into my skin and became more confident in myself and my capabilities, and my design ultimately became a reflection of myself and my inner world as all my designs tend to do. The DeLush Choco graphics represents what I love and am drawn to, and I continue to believe that this world should be filled with designs that are anything but boring.
Conclusion
The hypothetical company Delush Choco has successfully launched a line of three jumbo dessert chocolate bars characterized by an exciting, playful, and retro aesthetic. The visual elements evoke sensory qualities that shape the perception of what each dessert flavor might taste like. Ultimately, DeLush Choco promotes high-quality chocolate with an irresistibly sweet appeal.
