Chocolate! Long popular in the UK as a naughty-but-nice confectionery, dessert or sweet hot drink, now so cool and on a trend that it has its very own three-day show at Olympia. There is much more to it than a quick sugar rush and now you can learn to savour the joys of real chocolate with Karen Gourmandises.
Karen, the founder and owner of Karen Gourmandises is a member and juror of “The Academy of Chocolate” in London. She shares her passion and travels through exotic territories to discover real chocolate. She selects and picks only those whose beans have been transformed in a traditional way to retain high-quality produce.
Karen approached us to create an elegant brand identity for her chocolate deli – Karen Gourmandises. It had to be simple, minimal and reflect offered services.
The brief was to combine Karen’s initials and design some sort of icon that would slot into the logo but could be used on its own for various marketing and packaging purposes. Karen wanted to showcase the delicious and precious side of the business so kindly asked us to use only script fonts.
We started our work by researching Karen’s competitors and investigating chocolate industry itself. We came to the conclusion that branding had to be simple and minimal as the main design role in was played by packaging design.
We dedicated our time to find the best scrip fonts and played with different chocolate shades to set the most applicable colour schemes. As an outcome, we presented 3 logo concepts and introduced 2 colour schemes that showcased Karen Gourmandises identity.
“French Beauty” concept got approved and was chosen as the final logo. Karen is French, so we decided to show French authenticity through special typography: a script font that was widely used across France. It fit the brief and completed logo layout in desired outcome.
Furthermore, we introduced an icon that presented the brand’s associations with chocolate in a very smart way. We designed a falling chocolate piece with Karen’s initials. As a result, it turned out as an elegant, beautiful and very delicate identity that uncovered KG’s true style.