The aim of this project was to develop a new chocolate series for Lindt, targeting a younger audience while considering competitors and brand communication audit. My task was to create a strong brand identity by conducting thorough research and developing mood boards. The final result is a unique and compelling brand identity that effectively communicates Lindt's values and appeals to a wider audience.
To create a strong brand identity, first step was researching the brand's background, including its origins, achievements, fundamental concepts, and core values. This research will help understand how the brand communicates its values through its identity, laying the groundwork for an effective brand identity that aligns with the brand's vision and resonates with its audience.
Keywords:
Analyze the brand's competitors to identify valuable insights for enhancing the brand's identity. Consider the competitors' target audience, product offerings, marketing strategies, and brand messaging. This study provides a nuanced understanding of the competitive landscape, which enables the development of a unique brand identity that resonates with the target audience while differentiating it from the competition.
Strengths:
Weaknesses:
This 3 mood boards represent diferent directions that could be taken aesthetically. Taking into consideration the goal is to keep old costumers and attract new target audience at the same time.
These mood boards were created to get a feeling of each flavor, what is it usually represented by/associated with.
A - Strawberry
B - Pear
C - Berry
I knew I wanted something eye catching, that would get your attention when your just wondering around a corner store or something. The distorted wrapped text was the chosen concept, where the name of the flavor is wrapped inside the representative fruit. This was leaning towards the minimalist/colorful moodboards, but there wasn't a chosen directions at this stage still. Just experimenting each direction's aesthetic.
This first draft consists of a mix of the organic mood board and the colorful one. The organic aspect of it could help communicate the brand sustainable values. The main eye-catching element is the typographic wrap. Serif typefaces were chosen on the label, in order to keep the elegance that represents the brand and sets it apart in the market.
Adjustments on the second draft include: Gradient color lighter in order to build better contrast with distorted letters. "Fruit Sensation" typeface switched in order to achieve a smoother feeling. The cardboard texture was taking too much from the brand core concepts, so a pattern was selected to express the company's relationship with nature still. Side type was added so if they came stacked on a box, it could be readable from the outside.
