Chocolate Logo Research and Analysis

To start creating my chocolate bars I decided to create the logo first. However I have very little knowledge of what is featured on a chocolate brand logo. Therefore to gain ideas and inspiration I have created a powerpoint as seen below and analysed the features that each logo displays. This will help me piece together ideas such as what type to use, colours, size etc. 

Screen print

Here is the first draft of what I would like my screen print to look like. This is based off the Australian drawings of subject matter and have arranged them in a pattern which can be used as a screen print. 

I then scanned the drawings into Photoshop and began to recreate the pattern I had drafted.

Below is the screen print pattern that I created in Photoshop. 

To turn it into a screen print I experimented with colour. I used Australian style colours such as oranges, reds, pinks, yellow etc. After trying out colours i decided to go with a black background and then experiment with the colours and overlapping two to create a third colour.

I coloured the lines with white by selecting the white box and clicking 'command', so that all the lines were selected. Using the brush tool I went over the selected area so that all the lines were white.

I tried using the colours orange, red and yellow which fitted the theme however did not overlay correctly. So that when it is printed the colours won't overlap and create a new colour.

I chose the colours yellow and pink which when overlaid created a orange, which is a Analogous colour scheme. I was really happy with this as felt the colours matched the Australian aboriginal art theme.

Below is the document fully coloured in with the Analogous scheme of pinks and yellows which overlap to create orange.

I then ensured that the colours where on the correct layers E.g, when the yellow layer was turned off non of that colour remained on the document.























I turned each layer black as you can see below. This was so that I could print the 3 separate black layers on acetate which is needed to be burned onto the screen when placed under the UV light.

Here are the 3 pieces of acetates which show the black, yellow and pink layers. These went onto three screens that were covered in light sensitive emulsion. I then placed each acetate onto a screen under a UV light for 20 minutes. This burns the pattern onto the screen.

I then scrubbed the screen with a brush under cold water. The area covered by the black acetate will wash off, so will reveal a pattern. 

I then let the screen dry so i could begin screen printing, otherwise the ink will spread from the wetness of the screen. I dried it carefully using a hair dryer but placed it far enough away from the screen so it didn't burn.

Here are my three screens below which feature the three prints.

Here is a close up of one of the patterns. I am really happy on how the screens turned out as the details are really clear and crisp. Meaning that when it is printed the print will be detailed.

To push the black ink through the screen I used a squeegee. Whilst angling it towards me I applied pressure so that the screen meets the paper. This means that the ink will print onto the paper that is placed under the screen. I chose black for the first print as I was printing the background which is black.

The screen was held in place by a clamp so that when you are flooding the screen and applying pressure, the screen will not move and smear.

Here is the first print I screen printed. This is the background to the piece so I chose the colour black as it is the colour on the original design.

I then mixed the pink and yellow colours I needed to make the screen print. Using the piece of acetate that is under the screen, I was able to line up the design to the black background print so that the colours would fill the gaps. When I was happy with how it was lined up I removed the acetate so that the colours could be pushed through and create the pattern that I first created. Once again, I used the squeegee to push the coloured ink through the screen onto the black background print.

Here is the final screen print design. As you can see the colours are roughy lined up in the gaps and I ensured I had the right shades of pink and yellow so that when they overlapped, they created a orange colour. The overlapping was created by the two acetates, the pick and yellow acetates, having some of the same black bits on. Therefore when it was printed the yellow and pink merged to create orange. Although some of the colours are not exactly aligned and are a little out of place, I find this adds character to the design.

Final Drafts

Below are final drafts for where elements could be placed on the page, including logo, description, background and name of country that the bar is inspired by. I will use these when creating my final piece so to see where I can place the elements.

Planning Conventions

To decide on where I could place different elements on the page I researched a range of chocolate bars and used my own ideas to draft where elements could be placed on the bar. I will use these when looking at my final drafts to decide what I would like my bar design to look like and what shapes the logo and description should be.

Designing Type for Logo

To start creating my own type I researched hand drawn style script fonts for inspiration. I found these on Dafont and were fonts such as Honey Script, Mathilde, Cheddar Jack and Joe hand.

My brand logos name is Drizzles. Therefore with ink and a dip pen I created a variety of different ways that I could write Drizzles so that I could choose and swap what letters to use so to have the prefect font. I was determined to get a perfect font that I felt would look good on the bars, appeal to the target audience and look like a high market product, therefore to achieve this I created 3 pages of the writing so to make sure I had one to use.

As you can see below I am changing the original 'les' for a different one as i felt the second looked better and fitted in with the rest of the font. I did this for a range of my types so to ensure I had a number of fonts that I could possibly use for my chocolate bars.

Below are a variety of finished edited inked fonts. I will choose one of these to go on the brand logo that I will create using photoshop and drawn elements.

Brainstorming

To come up with a brand name for my product I started writing down words that were associated with chocolate. I started with a variety of categories, E.g. adjectives, sounds, intensifiers; this was so I could come up with a range of words and choose one that was original and stood out. This method was successful and I have now chosen the name Drizzle to be the brand name of my chocolate packaging.

I then focused on the description section of the chocolate bars, which is where the flavours and information would be told. I created a brain storm to gather adjectives, verbs and other descriptive words so to look at when writing the description to make it interesting and appealing to the audience. A well written, catchy and interesting description of the bar and its contents will encourage customers to buy it because of the appealing adjectives, E.g. Gooey, Rich, Smooth. These entice customers to buy it a it makes the bar sound exciting and delicious, therefore a good description is essential to informing customers about the contents and enticing them to buy it.

I then had to decide the flavours of my three chocolate bars, which have cocoa beans based from countries like Africa, Asia and Australia. To do this I created a brainstorm of flavours and ingredients that could possible be included in the bars. For the bars I decided I wanted different flavours than normal to highlight the uniqueness of the chocolate bars and emphasise the high market aspect. For example, with the Asian Cocoa bar, I decided a Spiced Chilli flavour would be perfect. Asia is famous for its many spices and herbs, therefore I chose a Spice Chilli flavour to continue the Asian theme and give customers a taste of that country. Also for the African bar I decided to have a fruit as the flavour to highlight Africa's tropic country and the banana is also mainly grown in Africa. Instead of just having banana flavoured chocolate, I have the idea of adding gooey toffee to it as well so it create a 'Banoffee' bar which is more flavoursome, unique and exciting. Finally for the Australia bar I will be using one of the flavours out of Blood Orange, Coffee or Honeycomb. This is to continue with the theme of unusual and different flavours so that they stand out on the shelf.

Drawings of Subject Matter

Below are my drawings of subject matter! I will be drawing a couple of pages for each of my packaging subjects - Africa, Australia and Asia. Therefore I have done two pages on aboriginal art as seen below, with drawings of animals, patterns and symbols, which I can use on the chocolate packaging. Also I may do a screen print with these drawings.

Here are the Asia drawings of subject matter associated with that country. I have drawn a variety so to capture Asias culture and what they are most linked with. E.g. I have drawn chinese lanters, koi carp, chinese dragon, bamboo etc.

Finally here are my drawings of Africas subject matter. Africa is most known for its beautiful and deadly animals, therefore i ensured to capture that aspect by mainly drawing them aswell as tribal masks, huts and nature.

I then decided to draw more sketchy and detailed versions of subject matter. I chose three animals - lion, elephant and giraffe, and sketched different angles and elements of these animals on three sheets of paper. Below are the working progress shots.

Here are the three final sketches. I filled the page with a variety of different angles and features from the animal which I was drawing. I ensured they were sketchy and messy so to achieve a different style with drawing and to include as much detail as possible so to ensure they were realistic. I gained inspiration for these drawings by looking at illustration books and researching drawings of animals on the internet. To capture detail, I have taken a few shots of the drawings close up which shows the drawings from a clearer view and to show the process. I experimented with smudging and shading for these drawings, so to ensure they were detailed, sketchy and a realistic portrayal of the animals.

Lion Drawings

Giraffe Drawings

Elephant Drawings