The brief was to create a chocolate confectionery company, which produces seasonal gifts and assortments, and specialises in adventurously-flavoured chocolates. It asked for the company to be given a name, a logo design and general brand identity, but most importantly for the packaging design of three products.
The brand’s three main ‘personality traits’ are: fun, adventurous and high-quality. These traits were to be reflected in the design. One of the main objectives of the project was to entice a consumer to purchase with the intent of trying something new: the consumer should feel good about being adventurous. The products should not just be seen as novelty gifts though – through design, it should be clear that the chocolate and all brand elements are of high-quality.
I decided to choose ‘gambling’ as the concept to base my design around, stemming from the idea that by trying the adventurous flavours of chocolate, consumers are taking a gamble. I named the brand ‘Dare’ as I think it would entice consumers in, as a sort of challenge.