Background

It is a New Product Design project when studying at Central Saint Martins, University of Arts London. We were required to develop our own chocolate brand as well as the package design. I decided to use my name, Dolly, as the new brand, and below is my product design process.

Process

Brand Personality

During the brainstorming process, I gradually made sure that I would like to develop a series of chocolate brand that can deliver fresh feeling and make people happy. The genuine ingredients of my brand, Dolly, should be healthy, elegant, and a matter of taste.

Based on this direction, I started to survey the chocolate market and try to find something really refresh me and make me happier. This start point enables me to create a moldboard which can closely transfer my brand personality.

Mood board

Based on the above design language, there are a selection of logos are developed. Some are from the chocolate ingredient – coco; some are with cheerful character, and the others are more traditional but with elegance.