This project involves the creation of a new chocolate brand. Key elements include a logo phase all the way to packaging design, die-line layout and final construction. The target audience is men and women aged 30-45 with an annual income of $50k-$60k.

The logo contains a custom designed logotype that gives the illusion of a 3-dimensional plane to evoke a dream-like feeling. It is legible at a variety of sizes and in multiple color combinations. The color palette utilizes a variety of warm browns that mimic velvety chocolate, with the logo varying in color to identify the particular chocolate flavor.

Visuals of the Chocolate Dreamland brand are based on a diamond shape or a diamond shape bisected into two equallateral triangles. This reflects the construction of the logotype, the background graphics, and the physical shape of the packaging. The diamond shape in dreams represents strength, purity and quality–all of which are aspects of Chocolate Dreamland chocolate. The primary typeface used for all packaging is a custom designed sans-serif called Thelonious, which has rounded attributes that compliment the sharp diamond shapes found throughout.

The final family of products shows elegance and quality, with each flavor having a unique personality while still remaining unified with the overall brand.