a cocoa story

Created by Chelsey ßrislawn

2

Chelsey Brislawn

GD251Digital Publication DesignMHCC Integrated MediaGraphic Design

3

Branding & Packaging

A study in creating a corporate identity for a product line made from cocoa beans imported from Togo, Africa.

4

This book is a paththrough the creative process of inventing a company with a unique product made out of cocoa beans. A country rich in cocoa farming was picked at random. Research on the country’s cultures, economy, agriculture, and style inspired the look and feel of the product and packaging. The choice of what kind of product to “make” was determined by cheif exports of the country, and existing successful markets. Decisions during the design process were heavily influenced by patterns and clothing styles found in cities in the region. Discover a handmade product from the beginning stages of research, to creation of a corpo-rate identity, ideation of a logo, making of the packaging, to the final product photo shoot.

5

Gulf of Guinea

Togo, Africais historically known as the “smile of Africa.” Savannahs to the North lead to marshy coastal

plains in the South. A nearly year-round

growing season, and a place where farming

is a community celebration create perfect conditions

for cocoa trees.

6

Ђecocoa tree

originally deemedT h e o b r o m a c o c o a

meaning “food of the gods”fruits as green or maroon

pods from the trunk of the tree.The pods ripen to a golden yellow

or scarlet hue. The pods are harvestedand cocoa beans are removed from thewhite spongy inner husk. The beans

are dried, ground into chocolate liquorand pressed to separate the cocoa butterfrom the cocoa solids. Cocoa butter is apale yellow pure edible vegetable fat.

It is one of the most sustainablefats known. Natural antioxidants,a smooth texture, sweet fragranceand excellent emollient properties

make cocoa butter aperfect ingredient

for skin careproducts.

7

8

Encouraging responsible, sustainable cocoa growing.Cocoa is a delicate and sensitive crop creating many challenges for cocoa farmers. To help cocoa farmers, their families, and the cocoa farming community, the World Cocoa Founda-tion takes science into the field. Farmer field schools boost farmer income through improved crop yeilds, diversification, reducing pesticide use, and creating more economic opportunity by improving the quality of the cocoa.

łogo cocoa is a bath and body company specializing in skin care products made from cocoa butter from the

farms of Togo, Africa. Partnered with WCF, togo cocoa is dedicated to improving cocoa communities and bringing you the finest in chocolate skin care.

9

Think about �esignThe making of togo cocoa began in a sketch book. The next pages will lead you through an image thought process arriving at a solid ideation for a logo. Then re-creating the logo as a vector image, and pairing it with a font. Colors used for the logo image reflect the colors of a ripening cocoa pod, and the colors of Togo’s flag. The font; Amphora Openface was turned into outlines, the openface was removed, and the acenders and decenders were ad-justed to perfection. Enjoy a look at what goes into making a company into a personality.

10

11

12

13

Sketch to vector graphic Ideations became stronger and fully realized when translated from sketch book to computer. This cluster of cocoa pods coalesced nicely with a lowercase font with curvaceous rounded serifs.

14

15

16

Creating a labelthat embodies a country with numuorous cultures, languages and styles was a daunting challenge. My solu-tions evolved from trends in cosmetic products such as scalloped edges and fancy feminine patterns. However, this look didn’t communicate that my product came from Africa, and it was still too corporate looking.

17

Finding a styleAfter learning about Togo’s emense cloth trade, I delved into gathering patterns, fab-rics and pictures of clothing worn in Togo. I found a va-riety of geometric and floral patterns; all in very bright energetic colors. This lead to my original border design, bright color pallet and a unique hand-made feel.

18

Fibers & FabricThree fabric choices were se-

lected to compliment the color combination in each label. The

fabric patterns are different enough to make it feel as if the

soaps were wrapped in left-over scraps from a cloth trade market. Labels for togo cocoa were printed on hand-made

paper to continue the organic un-manufactured feel.

19

20

21

22

Made with 100% pure organic cocoa butter. Scrub down, rinse off, be envied.

delicious bath & body

23

Chelsey ßrislawn© all rights reserved 2009Photos by JenniferRed leaf etching by Cole HawkeyCocoa pod photo by Jonathan ErnstCocoa butter photo from www.starwestbotanicals.com