Gumption

The branding of ChocolArt began not with deciding what the logo would be, but with defining the shape of the product.

Gumption identified early on that a strong differential was required for the product. It was suggested to the client that a triangle shaped chocolate would make that difference. This shape allowed for interesting applications throughout the store and with the marketing.

But most importantly it is a good shape to hold and nibble upon as you devour the chocolate.

Chocolate has its origins in ancient South American Indian cultures, and bold colouring and patterns where introduced into the brand to reflect this.

Strong use of the blue is made as it allows both the dark and white chocolates to stand out strongly.

Once the brand had been accepted, Gumption then built a 'brand roadmap' for the clients for planning its implementation over the first 12 months and on into the future.

Because of the distance a face to face presentation wasn't possible, so Gumption developed comprehensive yet simple to use electronic presentations that allowed the Chocolart team to understand the process that would be undertaken with their brand.