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BRAND DESIGN

LILAC CHOCOLATES

SPRING 2020

PROJECT

Li-Lac Chocolates is an artisan chocolate company specializing in small-batch, hand-made chocolate and gifts with exceptional quality and superior taste. The re-branding for this long-established chocolate company focuses on repositioning the brand and developing a visual identity to which consumers can relate and will in return increase brand equity.

SCOPE

Brand Research

Brand Profile

Brand Identity

Tagline

Visual Identity

Dynamic Logo

Website Design

Social Assets

Activation

BRAND BOOK

PROGRAMS

InDesign

Photoshop

Illustrator

AfterEffects

Adobe XD

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POSITIONING STATEMENT

For a generation of digitally interconnected millennials who rely on social media as a means for safety, social belonging, and a feeling of connection. The overwhelming use of social media has been shown to cause harm to their mental health through stress, anxiety, and depression. Lilac Chocolates is dedicated to tradition and quality, delivering a feeling of nostalgia and comfort to their customers through their handcrafted chocolates. Lilac Chocolates provides a way for people to slow down, disconnect and enjoy the simple things in life with tangible happiness.

DESIGN STATEMENT

The primary goal of Lilac Chocolate’s identity design is to visually communicate the key consumer benefit: with Lilac Chocolates, you are able to share a message with tangible happiness to your friends and family. The flexible nature of this identity system is designed to reflect the various symbolic meanings of the colors within a lilac flower as well as the various messages you can share with a loved one. The core concept is to have a dynamic visual framework that celebrates friendship, communication, and tangible happiness.

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BRAND IMAGE

Favicon | Lilac
Favicon | Lilac

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Favicon | White
Favicon | White

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Favicon | Black
Favicon | Black

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Favicon | Lilac
Favicon | Lilac

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FAVICON

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LOGO VARIATION

Shopping Bags
Shopping Bags

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Gift Tags
Gift Tags

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Cap
Cap

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Shopping Bags
Shopping Bags

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BRAND ANIMATION

This short animation functions as promotional marketing material for the brand. It briefly introduces the Lilac brand and its identity. It can appear in the Lilac-To-Go truck as well as on the brand's social accounts. 

Software | AfterEffects, Hand-watercoloring, 

Lilac-To-Go | Exterior View
Lilac-To-Go | Exterior View

The Lilac-To-Go car is a pop-up brand activation that can travel to various locations. Inspiration is taken from the brand’s history, being founded in 1923 by transforming a 1923 Biddle Sedan into an on-the-go Lilac Chocolates store. The purpose of this activation is to engage people with the Lilac brand by selling chocolates and other Lilac products. This car encourages people to gather together and celebrate the tangible happiness that Lilac Chocolates provides.

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Lilac-To-Go | Interior View
Lilac-To-Go | Interior View

The Lilac-To-Go car is a pop-up brand activation that can travel to various locations. Inspiration is taken from the brand’s history, being founded in 1923 by transforming a 1923 Biddle Sedan into an on-the-go Lilac Chocolates store. The purpose of this activation is to engage people with the Lilac brand by selling chocolates and other Lilac products. This car encourages people to gather together and celebrate the tangible happiness that Lilac Chocolates provides. Software | Twin Motion

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Lilac-To-Go | Back View
Lilac-To-Go | Back View

The Lilac-To-Go car is a pop-up brand activation that can travel to various locations. Inspiration is taken from the brand’s history, being founded in 1923 by transforming a 1923 Biddle Sedan into an on-the-go Lilac Chocolates store. The purpose of this activation is to engage people with the Lilac brand by selling chocolates and other Lilac products. This car encourages people to gather together and celebrate the tangible happiness that Lilac Chocolates provides. Software | Twin Motion

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Lilac-To-Go | Exterior View
Lilac-To-Go | Exterior View

The Lilac-To-Go car is a pop-up brand activation that can travel to various locations. Inspiration is taken from the brand’s history, being founded in 1923 by transforming a 1923 Biddle Sedan into an on-the-go Lilac Chocolates store. The purpose of this activation is to engage people with the Lilac brand by selling chocolates and other Lilac products. This car encourages people to gather together and celebrate the tangible happiness that Lilac Chocolates provides.

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