Grown Up Chocolate Company Identity: Existing Brand Research

Brand Guideline Analysis

Hierarchy of information.

Design guidelines need to fit within the food standard requirements. 

European/global communication for packaging. *Consider this*

X-Height of mandatory information should be 1.2mm

2 bar box: Text size - 0.92mm

Mini Bar: Text size - 0.82mm

Get the packaging as compliant as possible.

Impacts where and what information goes where. 

Brand Assets

• Logo should appear on the front of the product, bigger and above the hierarchy over any images or product name. 
• Ideally the logo should be on a white background
• The brown background logo is to be used on the ends of the packaging.
• Using the ‘Headline One’ font for the product name. 
• Tasting note needs to be in upper and lowercase for legibility reasons and use the “Proxima nova alt bold font.
• The streamline should be the only type on the product in this typeface, needs to appear with an image of a kid. 
• Brand positioners and unique selling points. 
• It’s key that consumers recognise the brand name quickly. It’s now on the top side of the box as well as the two ends. 
• Added the word “bar” to the end of the product name. This is make the product even easier to understand and position on the shelves, it could have been a bit ambiguous before. 
• We’ve moved the tasting note from the side of the box to the top side, and used a lower/upper case font, which makes it easier to read at small sizes. 

- Making it nice and clear as to what the product is.  

Existing Packaging

Using the reverse side : 

Rather than repeating the information from front side we’ve used this space to inform the consumer about the brand, what the Grown Up Chocolate Co is, what it’s products are and how to nd out more. 

Making the most of USPs 

We’ve used the space vacated by the tasting note to make the most of the Unique Selling Points of the product, it’s important that consumers know that this bar is made by hand. 

To ensure the packaging is compliant with trading standards we’ve enlarged it to ensure it ts within the guidelines. 

More clarity with a cleaner design 

The current design is quite cramped, and to bring in some of the design changes carried out to the main 2 bars box, we needed to create more space. 

We’ve done this by making the product name smaller, creating space for the brand logo and tasting note. 

The eye-catching nature of the original design isn’t lost as we’re going to use the front side of the box as seen on the next page. 

Logo back in : 

We’ve added the logo back to the end of the box as this is
a strong part of the brand and mirrors the two bar boxes. If possible, all bars should have the logo on the end of the box. We’ve then moved the barcode to the reverse side of the box. 

Brand messaging and USP : 

The front side of the box is a strong place to get across some messaging and maybe impact lots in making the top side cleaner. Different brand messages could be tried in this space from box to box. 

Open window : 

A curved edged window would be cut out of the box to show the product though. Keeping the strength of the box and also the brand recognition of GUCC products being in a box.