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Chocky Road: Brand identity design

Client

Chocky Road is an iconic Melbourne startup brand for gourmet rocky road products. The founder Tracey found people had become so addicted to the delicious treat that she began selling her mother’s unique take on the traditional rocky road to Melbourne cafés and Chocky Road was born. Voted Victoria’s #1 rocky road, Chocky Road comes in six delicious gourmet flavours and is stocked in cafes, delis and supermarkets nationally. Chocky Road contacted Boldfish to get some creative help with their brand identity design and packaging including wrapper designs and counter display/shipper boxes to help improve presentation to market and boost sales.

Discovery

  • Meeting with the company founders we learned it was an original hand made family recipe from the founders mum
  • We learned the values of the brand and how much passion, care and pride they took in their product quality and taste with no compromise on ingredients
  • The previous branding was dated and clinical in appearance
  • No formal brand guidelines and limited brand assets were available and the brand lacked flexibility working across a variety of proportions and sizes

Strategy

  • We helped distil the branding identity design direction by creating style scapes and mood boards to collaborate with key stakeholders.
  • Boldfish suggested a more organic brand identity design direction that promoted the hand made nature of the product and care taken to create it
  • We designed a typographical brand identity solution using the negative space in the letters for chocky road ingredients
  • Brand guidelines were created that also including supporting brand design elements like a ‘Made by Mum’ slogan, character design, icons and spot colours for better flavour distinction and typographical patterns to call out the values of the brand like hand made, quality ingredients, family recipe etc

Delivery

  • Brand identity design
  • Brand guidelines
  • Website design (& build assets)
  • Stationery
  • Icons
  • Illustration (character design)
  • Packaging (wrappers, shipper cartons, gift bag)
  • Print & digital sell sheets

Testimonial

“Boldfish have reworked our brand and presentation to market to create a brand identity we are very proud of. They provide a professional, creative and flexible service from courteous and friendly staff and we look forward to working with them into the future.”