Brief 2 - Rationale

With the initial research done, we decided on a concept and rationale for the brand. This is for us to refer back to and keep the brand moving with this concept consistently and effectively.

Brief Rationale

This brief is done in collaboration with Charlie Rotherham. The brief is to create a high-end and luxurious chocolate brand and bespoke store.

The concept behind the brief is to create a luxurious brand of chocolate. ‘Kakawa’ means ‘food of the gods’ - the original name for chocolate given by the Mayans on their discovery of the cocoa bean. Using this as the concept, the brand reflects the origins of chocolate and the place it held among the Mayans, being that of luxury and from the gods.

With this, the ethos of the brand is authentic, artisan and luxurious chocolate. With this ethos, the overall approach will be simplicity and clarity. The aim is to represent the products in a professional and luxurious, not overcrowding the branding and packaging with unnecessary information. The brand is a celebration of chocolate.

The brand will have a range of products. These will each have their own individual packaging, specially tailored to the product. This shows a diversity of products possible with chocolate, and how each is individual.