Grown Up Chocolate Company Identity: Prototype 2 & Feedback

Logo

• Logo works well.
• Wider kerning gives a more upmarket feel to the brand and also relates to the target audience better.
• The outline font may be hard to see and read when applied to the packaging, something to look at when changing designs. 
• Name represents the brand and idea of nostalgia behind the concept of the brand well, it fits with the ideas. 
• Feels familiar and comforting. 

Packaging Designs

• Small text, description needs to be changed position, to make it work well together.
• Align the description with the large bar name and text.
• Colours schemes work well.
• The daisy one needs to be made more into a cohesive packaging, repeated packaging. 
• More white space between illustrations and text.
• Remove colours on the ends of the packaging, to make it coherent throughout the designs and also to make the logo stand out more. 
• Each illustration is different to differentiate between the varying bars and flavours. 
• The illustrations and designs are consistent throughout. 
• Lighter blue for the coconut packaging. 
• Colours represent seasonal, english food.
• Deeper colours, unsaturated colours work for the audience, not so bright as the audience is not for children. 
• Maybe make the colours slightly brighter to incorporate with the sweet theme more. 

Initial Aims

• The designs reach a balance between handmade designs which are brought from the illustrations and the healthy snack also comes from the concept of the illustrations and the muted colour schemes. 
• The white space also creates a sense of space, health and wellbeing. 
• It targets the right audience, mainly appealing to middle aged women and health conscious people, the floral designs help to achieve this. 
• The illustrations are unique, and are quite child like, again fitting with the existing brand, creating a sense of nostalgia .

Next Steps

• Try bigger illustrations.
• Try to incorporate more of the illustrations around the packaging design. 
• Try slightly different shades and brightness of colours, experimenting with saturation. 
• Placing of the bar description in different areas of the packaging, on the front. 
• Create a sense of more white space, especially between illustrations and text. 
• Play around with the repeated patters, which was an aspect which worked well on the first prototype.