TGUCC: Free From Line

 

A YCN brief set out by 'The Grown Up Chocolate Company' (TGUCC) to create a brand for their new 'Free From' line. The requested deliverable's were: Brand name, Key Visuals and a Landing page. 

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The 'Free From' line is a healthier alternative to their current selection; the chocolate is vegan friendly, and free from nuts and dairy. The brief was to ensure that the design would work alongside their current branding and tone of the company.  Keywords  included: Home-Made, Indulgent, Humorous, Healthy, High Quality and Tempting.

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To separate this line from its main line, this design is in juxtaposition to their current brand; of kids pretending to be adults. In this design, the adults are acting like kids but using childhood games to describe the chocolate as free from. The design rationale is based on the company describing their chocolate as being 'reminiscent' of what they ate as kids. The games i used for this concept are: I Spy', 'Hide and Seek', and 'Simon Says'.

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The name for the brand is 'Free From:____' the gap is filled with different negatives, highlighting the attraction of the chocolate bar as an escape. For Example, Free From: Responsibilities, Free From: Troublesome Kids, Free From: Guilty Thoughts.