SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

BLACK RIVERJama ican Luxury Choco l a te

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SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

CREATIVE BRIEF

ClientBlack River

Tag LineJamaicans single Origin Luxury Chocolate

Project Logo redesign and packaging design

LocationJamaica

About the CompanyBlack River Chocolate has been endorsed by the Jamaican government as the nation prepares to mark 50 years of independence. The seal of approval comes courtesy of Jamaica 50 Celebrations which has appointed Black River as the country’s international chocolate brand.

Design Decisions and Reasons Since the brand was orginated in Jamaica, and represents the country’s quality and culture, I picked icons that are symbol and essential to the country.The Gold swallow tail hummingbird, also known as doctor-bird, which is one of the national symbols of Jamaica. The packaging design will be incorporating the national symbol to emphasis the special root of Jamaica’s product.

Black River Chocolate was made form the highest qualified ingredients within Jamaica. The cocoa beans are from the Blue Mountain area; besides, black river is one of the symbol of the country, the design will be showcasing the natural elements. For packaging design, I am considering using black on black printing technique to express Black River’s mysteriousness, also making the product appeals to be luxury and expensive.

Target AudiencePeople that enjoys quality food, not only the product also the visual appeal.Female and Male, aged 20 to 50

ProblemTheir current logo does not gives a strong expression of the brand. The motif of using Jamaica’s flag colors is not the best solution to represent the product’s root in Jamaica. Yet the product has a strong name and history, I think there are ways to make it much more appealing than it is now.

SolutionTo create a strong mark, aesthetic packaging design for the product.Create identity that represents who they are, which set them apart from their competition.

Make advertisements that is attention grabbing and memorable.Use elements like the natural environment of the country, mysteriesness of the Black River, the “symbolic meaning” of the product’s name.

GoalExpand the company’s range of costumers, making the brand stronger on the market.

ToneA lot of blacks, script lettering, spot vanish, high-ended, elegant

{ {“We are passionate about sharing the finest flavour in the world - Jamaican cocoa.”

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

INSPIRATIONS

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

INSPIRATIONS

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

RESEARCH

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

RESEARCH

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

RESEARCH

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

SKETCHES

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

DIGITALIZE

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

DIGITALIZE

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

DIGITALIZE

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

DIGITALIZE

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

DIGITALIZE

The cocoa is harvested by hand and fermented and dried in the same t r a d i t i o n a s acentury ago.

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

REFINEMENT

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

FINAL: LOGO

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

BLACKRIVERCHOCOLATE.COM

FINAL: PROMO

1 of 35 X 5 inches

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

BLACKRIVERCHOCOLATE.COM

2 of 35 X 5 inches

FINAL: PROMO

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

FINAL: PROMO

BLACKRIVERCHOCOLATE.COM

3 of 35 X 5 inches

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

Net Weight 125g

Variety Box Set

FINAL: PACKAGING

Top4 x 4 inches

Booklet9 x 3 inches - Front & BackFolded and place inside packaging

The wor l d of l u xury

b lackr iverchoco late .com

1 2

3 45

In this boxBlack River Our CocoaOur chocolates are inspired by the serene darkness of the gently f lowing Black River, the majestic beauty of the Blue mountain range and the sizzling heat of the Jamaican sunshine.

Black River Chocolate’s single chocolate status means that every morsel can hold its own against the finest in the world. 1/ Montego Midnight

2/ Coral Spring Cream3/ Spanish Town Spice4/ Quick Step Cafe5/ Harbour View

Black River Chocolate is made from single origin Jamaican Trinitario cocoa beans produced by long-established family farms in the world famous Blue Mountain region. The cocoa is harvested by hand and fermented and dried in the same tradition as a century ago.

From the moment pods are harvested, there is a rush to get them processed, to maintain quality, keep the product fresh and to preserve the idiosyncratic nature of Black River chocolates which are notable for not leaving a bitter aftertaste, despite having up to 70% cocoa content.

SENIOR DESIGN STUDIO / FALL 2012 / PROJECT 2 / BLACK RIVER / CASE STUDY / KWAN-YI CHAN

THE END.