After interpreting the brief and gathering research, the next stage in the process was to develop some ideas. Sketching out possible packaging designs was the easiest way to go about this. By considering the research and brief quite carefully, 3 main concepts were created. These were pitched to a group of young professionals (target audience of the product) to receive some criticisms on some of the sketches.
Concept 1 - Revolve designs around the cocoa plant and its surrounding environment. As the client asked for designs to be based around the origin of the cocoa bean, one obvious visual response to take was to use imagery of the cocoa tree and its habitat as part of the packaging. Sketches focus on a few possibilities; the first is to simply use imagery of the cocoa pods and trees on the front of the bar. The second idea is to cut out the cocoa bean and repeat it to make a pattern across the bar and the third is to physically shape the packaging in the shape of a cocoa bean.
Feedback received suggested that the packaging should be kept rectangular in shape, as less chocolate would be wasted in the production stage, making it much more cost-efficient. The overall concept received some very positive feedback. Whilst it is visually a very obvious response, the integration of cocoa beans in packaging was aspect that people liked, as it subliminally emphasises that the product is a high percentage of cocoa, which indicates luxury and quality. With the imagery sketches (top 2), one piece of feedback given was to keep the design quite simple and not over-cluttered, with the text as clear as possible to read. This later informed the choice in using a dark background and different opacity layers. The 3 rectangular sketches were further developed forward.
Concept 2 - As 'Cocoloco' chocolate is sourced from various different countries, sketches produced focus on creating a variety of packaging designs that celebrate the achievements of cocoa exporting countries, such as Brazil and the Ivory Coast (both chosen from the research made). Whilst the brief does not clarify which countries 'Cocoloco' sources its cocoa from, the two chosen were used as an example of how designs could be produced. Sketches focus on how country flags could be incorporated into the packaging designs, through use of patterns, colours and shapes. Another sketch highlighted how landmark imagery associated with the location of cocoa bean farming could be used.
Overall, this concept was received the best, purely because most chocolate bars do not visually incorporate aspects of the countries they have been farmed in into the designs. People preferred the idea of taking certain aspects from flags, such as shapes and colours, than the use of country-specific imagery (such as Christ The Redeemer in Brazil, which is next to the Amazon rainforest where beans are farmed). People thought that the use of landmark imagery could look touristy, not luxurious and not as subtle as hinting at certain elements. For this reason, landmark imagery was not further developed.
After highlighting some of the features of luxury chocolate bars, analysed in the research stage, people thought that the idea of cutting out a shape to reveal the bar underneath would be effective, as many luxury bars use a variety of stock and have various layers to them, rather than just one plastic wrapper. For this reason, the cut out shape idea, inspired by diamond shape in the Brazil flag, was developed forward.
Concept 3 - Promote the fact that 'Cocoloco' only uses legally farmed cocoa beans, and that they are a sustainable, trustworthy company who are concerned about the planet (deforestation). As the brief suggested to 'think outside the box', this concept is very much about the bigger picture - something more impactive than just a chocolate bar. This concept was inspired by the research made into the Ivory Coast, and how 95% of its rainforests have disappeared since 1960 due to the illegal farming of cocoa beans.
The sketches made are inspired entirely from tree rings, to promote the farming of cocoa beans legally. The main idea was to visually use these rings as part of the design, and to use sustainable, recyclable paper to physically emphasise the company cares about the matter.
Feedback for this idea was very positive also. As the sketches and thought behind the concept is very clear, people thought that this was one effective branding route that could be taken. I initially considered using a stamp of a tree ring, which could be imprinted onto stock with ink; however, people suggested that I should use some finishes instead, as they can aesthetically make a product look more luxurious (highlighted in the existing bar analysis). For this reason, the idea was developed forward with a focus on sustainable stock and luxurious finishes.
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