Indulgencia resonates and presents the feeling of treating yourself to delicious taste of chocolate.
This project I was asked to create two designs for a new chocolate brand. This was a TafeSA project that involved delving into what the client wanted and how to portray what was needed.
I began by delving into the culture and art of the Dominican Republic as the client requested that the design have a resemblance to the source of the cocoa. I was heavily inspired by their annual carnival event and their dancers. I used the dancer’s emotion, feeling and presence to inspire my design and became the focal point on the front cover.
I created the brand name Indulgencia from the Spanish translation of indulge. This was chosen as I conducted interviews on the target audience. From that unique experience I was able to combine the intentions of the client and insight from the interviewee’s. Both the act and joy from indulging was what drove the target audience to buy chocolate.
After experimenting with variations and refining, I directed my focus to the concept as shown. I choose this design as it depicted the feeling of elegance, joy, happiness, and celebration in a comfortable and considered format that can be easily adapted into a series. Due to the inspiration of the carnival, my designs included large circle skirts and patterns that reflects the culture of the Dominican Republic. The designs have a unique quality in the detail of the skirts, delivered in a format that can easily be identified to be part of the Indulgencia series.
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AlyssaCreative 