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Brand + Package Design + Point of Purchase Display Process Book

Spring 2014

Shayne Smith


BRAND DEVELOPMENT WO R DL IS T

In order to define the brand, I came up with a list of words that best describe this new hot cocoa company: MODERN CL A SSY ST R I K I N G NEW

E DGY HIP CL E AN FRESH

DE L ICI OUS UN IQ UE E X CIT IN G N AT URAL

GOURMET QUAL ITY IN VITIN G VARIETY

INI T I A L N A M E I D E AS

As I began to think of a name for this hot cocoa company, I began to re-think the spelling of cocoa. These are some of my initial name ideas: KO K O A KO K O

KOKOH CO O CO O

CO CO O L O L O CCO

COL OCO OCO

OR I G I N O F “CO C O A”

Through researching the history of cocoa, I came across the origin of the word chocolate as it was first established: “The word “chocolate” comes from Nahuatl, the language of the Aztecs, from the word “chocolatl”, which many sources derived from the Nahuatl word “xocolatl” made up from the words “xococ” meaning sour or bitter and “alt” meaning water or drink.” The variation of spelling intrigued me, and I looked more closely at the use of the letter “x”. This letter is both visually and verbally interesting, but can be hard to pronounce when it is at the start of a word. So I began to think of an equally interesting letter and I thought of “z”: Z OC O

Z O CO H

Z O CO A

I thought this word read very well (pronounced “zoe-coh”) and I thought the most appropriate spelling was “zocoa”, since it is closest to “cocoa”. VIS U A L R EPR ES E N TAT I O N

After developing a name, I continued to research the history of cocoa and looked into where it all began: Mesoamerica. I researched that location as well as Aztec and Mayan culture. Visually, I was drawn to the very detailed and intricate etchings found on Aztec artifacts. To the right you’ll see images of what inspired me to eventually create a detailed line-art graphic for Zocoa.


BRAND DEVELOPMENT CO M PA N Y DES C R I P T I O N

We at Zocoa are passionate about crafting delicious artisan hot cocoa mixes. Our wholesome ingredients are combined precisely to provide you with a savory gourmet experience. Inspired by the origin of cocoa and the visual culture of Mesoamerica where chocolate began, Zocoa uses the freshest, highest quality ingredients that are mixed to perfection providing you comfort with every sip. So go ahead and indulge yourself. HOT CO CO A MI X F L AVO R S SA LT E D C A R M E L F R E S H M IN T M IL K C H O C O L AT E R AS P E R RY

D ARK CH OCOL ATE SEASON AL P EP P ERMIN T

GR A P HIC IDENT I T Y

First I experimented with the geometry of the letterforms within “Zocoa� in order to try to come up with a typographic logo that speaks to the brand. I eventually ended up with a cohesive set of letterforms that was still readable as well as aesthetically intriguing.


PA C K A G I N G I N S P I R AT I O N ( C O C O A )


PA C K A G I N G I N S P I R AT I O N ( T E A * )

*Although tea is not the same product as cocoa, researching tea containers and various tins helped me gain even more inspiration.


GRAPHIC ELEMENTS + SKETCHES L INE A RT

From my research and inspiration, I started to create an intricate and detailed line art design to be used on the Zocoa packaging. I wanted this graphic to reflect a modern, sophisticated, interesting, unique and eye-catching design that was reminiscent of the brand. The line art pieces I designed are shown on the right. CO L O R S CHEM E

In order to allow the flavors to be distinct from each other, I used bright colors to indicate their difference. Below is the color scheme and which colors represent which hot cocoa mix flavor.

B ACKGROUND

C = 0 M = 30 Y = 30 K = 90

T EX T CO L O R

C = 0 M = 0 Y = 0 K = 15

SALTED CARMEL

C = 0 M = 70 Y = 90 K = 0

D A RK CH O CO L AT E

C = 40 M = 100 Y = 0 K = 0

C = 55 M = 0 Y = 30 K = 0

S EA S O N A L PEPPERMI N T

FRESH MI NT

MI LK CHOCOLATE

C = 50 M = 0 Y = 100 K = 0

RA S PBERRY

C = 0 M = 95 Y = 80 K = 0

C = 0 M = 100 Y = 5 K = 0


D E S I G N C O M P : S A LT E D C A R M E L & F R E S H M I N T


D E S I G N C O M P : M I L K C H O C O L AT E & D A R K C H O C O L AT E


DESIGN COMP: SEASONAL PEPPERMINT & RASPBERRY


F I N A L D E S I G N : S A LT E D C A R M E L & F R E S H M I N T


F I N A L D E S I G N : M I L K C H O C O L AT E & D A R K C H O C O L AT E


FINAL DESIGN: SEASONAL PEPPERMINT & RASPBERRY


P O I N T O F P U R C H A S E D I S P L AY I N S P I R AT I O N


P O I N T O F P U R C H A S E D I S P L AY S K E T C H E S


DESIGN COMP ONE


DESIGN COMP TWO


FINAL DESIGN



Zocoa: Process Book