Chocolab® - The Science of Chocolate

  • Visual identity & packaging design
    for a fictional chocolate laboratory.
    Chocolab is my thesis project, the final one of my bachelor studies. The main goal in this kind of projects is to develop a clever idea into a design solution. There were no limitations on what we could do so, I thought about getting involved into something I really love. Chocolate.
    Inspiration hit me on one of those nights when you feel your creativity drowned somewhere in the sea last summer and depression is just footsteps away. In such conditions I usually (meaning always) crave for something sweet. More particularly for chocolate. So, after having a bite of it, I felt like I just took my medicine. Instantly I started thinking about all those purposes that chocolate seems more tha necessary. After a brief research I did, I discovered that the tribe of Aztecs used chocolate as a medicine. Nowadays, things are way different, but chocolates somehow remains a medicine, but it's more like a medicine for the soul. No matter what - break ups or birthdays - chocolate seems like the sole solution.
    The idea was simple. I would design the identity of the more-than-necessary chocolate for several purposes. Off course it would be nearly impossible to design something for every single purpose since they probably are way too many. Instead I focused on 6 of them including both emotions and situations. Thus I created 2 taglines for the brand, the corporate "The Science of Chocolate", and the "All Purpose Chocolates".
    Design-wise I wanted to create something original and innovative for this kind of product. The identity should apply to both packaging and corporate identity applications as well, making the brand distinct with a clear but strong visual identity. Having as a base the laboratory concept of the shop, I wanted to embody this on the entire identity. So, my idea was to rely on the atoms, and their movements and formations within a grid, in order to illustrate each purpose. Each product would also have its own Pantone color in order to be distinguished easily from the others.
    The fact that these products (flavoured cocoa power & chocolate bars) would not be sold in super markets, but only from the shop allowed a more expirimental and designer friendly approach.
  • Primary logo - with both taglines.
    The first one is the corporate and the second one is for the products.
  • Primary typeface.
    Ingrid Mono was the perfect font for this project balancing right between the more scientific character of a monospace font while the rounded endges make it look rather friendly at the same time.
  • Basic dot grid.
    Inspired from the formations of the atoms, this grid acts as the main canvas for depicting the purposes.
  • Business cards & letterhead.
    Standard applications for a standard identity
  • Catalog.
    The conistancy of the brand remains. Simple, clean typography and dots. Lots of them!
  • Cup holder.
    An elegand holder for carrying those hot beverages with style.
  • The whole range of chocolate powders.
  • Purpose #01: Isolation
    Isolation is a usual cause for consuming more food than you need. You feel lonely and alienated and then you eat more. Try making a hot beverage, relax and think. Are you really that lonely? If you are, you deserve another cup of this. A good idea might be to call some other lonely souls and share the chocolate with them. Don’t be stingy!
  • Purpose #02: Separation
    That bastard/bitch left you huh? Fuck ‘em. You don’t need ‘em. You’ve got this bag of magic brown dust to take all the pain away. If you start your day with a nice cup of this goodness, then all will be history. Besides, it contains green coffee, that can help you lose some pounds and get your sexy self back on the street.
  • Purpose #03: Apology
    Well, fucking things up and coming to the point of realising, really is a good step to forgiveness. But you need that extra something to help your “victim” to forgive you. We make this brew according the tastes the “victim” has. Drinking a cup before going to bed will relax him and think that “yeah, maybe you’re not such an asshole after all.”
  • Purpose #04: Birthday
    This formulation was created in order to awake the birthday feeling. Or better yet enhance it. Drinking one cup of it will make you feel as good as it was your birthday. On the other hand, it’s a great addition to a birthday cake, giving that extra kick you want to make your cake from just good, to absolute perfection.
  • Purpose #05: Good News
    You have this very exciting thing that happened to you, but you still need something to enhance it. Because it’s that awesome! Make some cups, tell them to sit down, let them have a sip first and then spread it out. Excitement will be all over the place, and probably so will chocolate, if they start jumping around the place. Go easy.
  • Purpose #06: Bad News
    Well, things didn’t go exactly the way you thought. But, still, they need to know. But somehow, they should also be prepared for what’s coming. Serving a hot cup will create a sence of inner calm in order to help handle things the best way possible. Plus, you’re already drinking hot chocolate so, everything is getting better.  
  • Thank you for your time!