Celebrating American musicians who used their platform to uplift, challenge, and inspire

Celebrating American musicians who used their platform to uplift, challenge, and inspire

PROBLEM
European chocolatier, Baron, is entering the American market and wants to use a new chocolate bar line, infused with music and Americana, to appeal to its US audience.

GOAL
Create a unique brand strategy and design a suite of chocolate bar packaging for the new Baron line that uses themes or artists from America’s rich musical past to attract US shoppers; promote the brand via an animated short set to the music of the selected figures. 

SOLUTION
The REBEL Collection: a line of eight new flavors, draws inspiration from American musicians who have used their platform to uplift, challenge, and inspire. Like the artists, the visual tone of the brand is gritty and textured. The musicians and their lyrics are celebrated through artwork featured on packaging. An animated short helps to bring the story of the Rebel Collection to life.  

PROBLEM
European chocolatier, Baron, is entering the American market and wants to use a new chocolate bar line, infused with music and Americana, to appeal to its US audience.

GOAL
Create a unique brand strategy and design a suite of chocolate bar packaging for the new Baron line that uses themes or artists from America’s rich musical past to attract US shoppers; promote the brand via an animated short set to the music of the selected figures. 

SOLUTION
The REBEL Collection: a line of eight new flavors, draws inspiration from American musicians who have used their platform to uplift, challenge, and inspire. Like the artists, the visual tone of the brand is gritty and textured. The musicians and their lyrics are celebrated through artwork featured on packaging. An animated short helps to bring the story of the Rebel Collection to life.  

PROCESS

PROCESS

CREATING THE NEW BRAND
Inspired by the iconic “Rejected” red rubber stamp, the team decided that a gritty, red stamped logo would be tonally harmonious with the rebellious nature of the new line. Supporting type and color were also determined at this stage. 

CREATING THE NEW BRAND
Inspired by the iconic “Rejected” red rubber stamp, the team decided that a gritty, red stamped logo would be tonally harmonious with the rebellious nature of the new line. Supporting type and color were also determined at this stage. 

CREATING THE ARTWORK
The team decided to enclose the selected lyrics within a silhouetted image of the respective artist. Each member drafted compositions and the team iterated until the collection was visually cohesive.

CREATING THE ARTWORK
The team decided to enclose the selected lyrics within a silhouetted image of the respective artist. Each member drafted compositions and the team iterated until the collection was visually cohesive.

BUILDING THE BARS
The artwork and additional elements (such as size and flavor) were systematically placed on the bars. Blocks of color were used to represent the specific flavors.

BUILDING THE BARS
The artwork and additional elements (such as size and flavor) were systematically placed on the bars. Blocks of color were used to represent the specific flavors.