Project 2 Proposal (client changed)

Client
Black River - Jamaicans single Origin Luxury Chocolate

Project 
Logo redesign and packaging design

Location
Jamaica

Company Background

Black River Chocolote is the brainchild of Jamaican-born founder and CEO, Marvia Borrell. Marvia has more than 20 years' experience in the global hospitality industry and has worked around the world. She currently devotes her time to building the Black River brand and is supported by an international team based in Jamaica, the UK, Belgium and France.

As a self-confessed chocaholic, Marvia was inspired to develop Black River by the simple fact that, although it had a unique standing for the quality of its cocoa on the world stage, Jamaica didn't have its own luxury chocolate brand.

After extensive research and testing, she finally arrived at what has so far proved to be the ideal formula, and launched the brand.

Marvia says: "We are passionate about sharing the finest flavour in the world - Jamaican cocoa. We hope that once the world gets to know about Black River Chocolate, they'll be just as passionate about tasting it."

Design Decisions and Reasons 

Black River Chocolate has been endorsed by the Jamaican government as the nation prepares to mark 50 years of independence. The seal of approval comes courtesy of Jamaica 50 Celebrations which has appointed Black River as the country's international chocolate brand.

Gold swallow tail hummingbird, also known as doctor-bird, which is one of the national symbols of Jamaica. The packaging design will be incorporating the national symbol to emphasis the special root of Jamaica's product. 

Black River Chocolate was made form the highest qualified ingredients within Jamaica. The cocoa beans are from the Blue Mountain area; besides, black river is one of the symbol of the country, the design will be showcasing the natural elements. For packaging design, I am considering using black on black printing technique to express Black River's mysteriousness, also making the product appeals to be luxury and expensive.

Target Audience
People that enjoys quality food, not only the product also the visual appeal.
Female and Male, aged 20 to 50

Problem
Their current logo does not gives a strong expression of the brand. 
The motif of using Jamaica's flag colors is not the best solution to represent the product's root in Jamaica. Yet the product has a strong name and history, I think using those elements alone could be strong enough to tell a story.

Solution
To create a strong mark, aesthetic packaging design for the product.
Create identity that represents who they are, which set them apart from their competition.
Make advertisements that is attention grabbing and memorable.

Goal
Expand the company's range of costumers, making them stronger on the market.

Tone
A lot of blacks, script lettering, spot vanish, high-ended, elegant

____________________________