"The starting points in my design began with ideas around packaging, due to my interest in expanding my knowledge around graphic design. This included working with around coffee or tea packaging and book covers. Ultimately, my design brief required me to design a new chocolate brand, and to create a range of packaging for its products, as an introduction to the brand. The aim was to target towards a younger demographic, of an age range from around 18-30, who live a more natural lifestyle, such as living by a vegan diet. Therefore, natural imagery throughout my designs was a must, but I wanted to challenge this idea by using more vibrant colours, rather than more organic colours like muted browns, pinks or greens. As I became influenced from the Japanese aesthetic, I was required to successfully reflect such aesthetic through my logo (mainly consisting of typography) and interpretations of the landscape. To successfully introduce the new brand, it was essential to showcase a range of products, where I initially planned to create 4 new innovative flavours, with 2 separate styles of packaging, one serving a larger block of chocolate and one serving a smaller block of chocolate."

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