Delight Chocolate Logo assignment
A new chocolate brand is trying to enter the market and you are asked to design a logo to represent the brand. (Example of brand; Freia, Anthon Berg, Cadbury, Lindt)
The requirements for the logo are:
- a. Use the brand name: “Delight”
- It should be simple and easily recognizable.
- Timeless, and preferably not more than 2-3 colors.
- It Should contain a symbol / figure / ornament, and a title (name / brand)
- Target market should either be children or women in their 30’s.
My take: Delight chocolate’s Logo is a product from which an internal insight into
the modern desires of the demographic (female 30’s) demand if they are to buy a New Luxury product. These desires go outside convention and disassemble common design expectations and tropes. Delight’s aesthetic focuses on honesty (of line and product) heritage, cleanliness without sterility and refinement that is not at the mercy of minimalism. While the logo is simple, it also invokes the very qualities of which the questioned demographic prefers in light of repetitious themes of modern new luxury marketing.
Interpretation of task:
Our task was to utilize Adobe Illustrator to mock up a logo of a
fictional chocolate brand called ‘Delight’. We were asked to utilize our
design skills and learned techniques and know how to develop
that would reflect the desires of the demographic ‘women in their
30’s’ or children.
Concept and Target: The chosen theme was women in their 30’s as I
have many friends within that age group who could serve as market
research. The release of this brand is to go straight to the New Luxury
market. Research was done to know what cues and designs would
push the target market to buy a more expensive product as opposed to
a cheaper alternative.
Several designs without coffee included the cocoa bean as a integrated theme into the logo, while this was seen a pretty, they were not memorable enough for
the group to urge them to try a New luxury product.
Choices of logos that focus on incorporating the coffee bean into the logo as a means to describe the chocolates contents
and appeal to one of the points that are attractive to that age
group (coffee, wine, cheeses, stronger flavors)
The early designs focused on using a cocoa or other bean to
substitute the D in Delight to give a tie in to the products contents
and feel. While these were clever and simple a vote was taken with
the market research group (14 ladies in their 30’s) who picked their
favorite design. The choice was surprising – often higher end
chocolate designs are simplistic and purposely modern to attract
‘the refined customer’ (ex: Melt, Chocolate Library)
However, it seems that this has become a cliche and as a result
design preferences have gone full circle, to the more
ornate and iconic. The women felt they would be more apt to buy
something at a higher price point if it triggered feelings or
subconscious recollection of themes to brands that they already
trust or admire.
Attractive or memorable themes in logo that instill trust were paramount in the group. Heritage brands such as Hermes, Tiffany, Chanel, Mulberry, Burberry and Ralph Lauren invoke a feeling of refinement, history, know how, quality and exclusivity. Top choices were 2 d, 2i and finally winning out with 1 a.
1.a/b was then refined into the final physical drawing. It is influenced by Hermes and Mulberry in theme and line work. It features a cocoa tree, whose branches are growing cocoa bean fruit. The branches form an artistic D shape, which encompasses the largest cocoa fruit. There is a
cocoa farmer tending to the fruit. The font used for Delight is Perpetua Tilting, a font which is stately, refined and confident. Cocoa comes from the Ivory Coast (Cote D’ivoire) primarily, whose main language is french. ‘Chocolatier depuis MMXV’ means Chocolatiers since 2015. This use of a refined language and method of numeration adds allure to the product and a feeling of history and craftsmanship. A centrilised D in a circle serves as the forshortened logo of the brand and is featured on the sides of the product.
Moodboard: Encompasses feelings of luxury, warmth, heritage, history, refinement, expertise, quality, sustainability and age old tradition of artisan handcraft. All of these factors were attractive to the market research group
A rather bold choice to use monochromatic’s instead of colour was in an attempt to appeal not only to the idea of quality, heritage and refinement but to add a twist of modern sterility to an otherwise opulent logo. By adding colour, the contrast and hidden D did not come out as strongly or nicely. Colour also detracted from the dynamics of the piece, being for the
majority, a silhouette. In adding a package, the inclusion of an eggshell exterior served to compliment the brightness of the logo as opposed to detracting from it.
Indicated in the logo (and confirmed in the packaging) is that Delight chocolate comes from the source, by people who work the land to achieve their ends. Delight is intended to be clean and wholesome in every sense, even the business end. It is a direct trade product, made directly in the Ivory Coast and then shipped directly to the consumer. In doing this the company can achieve sustainability and monitor and achieve quality in organic farming.
Clean lines, clean palette, clean product. Sharp and precise, but elegant at heart, from the source.
The composition was intended to centralize the source, The fruit, the tree, the hidden D. Initially two workers were added to the drawing but the asymmetry of only one added a
feeling of pride in ones work. Centralized framing was done to focus the eye and an
encircled D in Perpetua forces the eye down to see the slogan. A final frame encompasses
it all into completion with a whispy hint of the origins.
As mention, Perpetua Tilting is a very fitting font as it delicately commands authority
while never intimidating the eye. It is both modern and invokes feelings of a better time, much like the product.