Branding Study


identity, marketing and retail collateral, UI/web design

BACKGROUND HarmonyEtc., a start-up enterprise, was looking for an identity program including print and digital collateral to use for the launch of their direct-to-consumer marketing channel for Trū Chocolate,. Trū Chocolate is British imported. It is promoted as an unique no-sugar, non-dairy, dark chocolate candy. The goal, to attract associates that enjoy socializing, sharing experiences, and interested in being a part of developing a "party plan" sales network.

CHALLENGES The creative components needed to give the firm a memorable presence with which the target audience could associate. With a bootstrap budget, the program needed to be effective, with little modification, for at least 24 months. The image needed to reflect the value-added benefits beyond being a source for chocolate candy in competition with local and online retailers.

SOLUTION I designed a program of elements that were colorful and fun, while exhibiting traits of being new, trustworthy. While the logotype with separate mark, business stationery, and web landing page fulfilled the requested deliverables. I went on to produce guidelines and presented other components to show the program was right for the targeted audience.

RESULTS Despite the client being quite pleased with the campaign and the materials produced immediately began to attact the desired clientele, the partnership between HarmonyEtc. and Trū Chocolate dissolved prior to an official launch. While disappointing, the project served as a useful exercise in brand development.

Actual and mockup items created for use and presentation.

Components of HarmonyEtc. Brand Guidelines

UI design for landing page as sent to development team

Additional brand items for consideration

To return to Portfolio page.