Chocolate Addiction - Rebranding

Chocolate Addict is a chocolatier located in Toronto’s Kensington Market. Known for their unique truffle flavours, this shop is very memorable. Their current logo and atmosphere, currently fits with the Kensington Market. However, when compared to the design of its competition it feels cheesy and of a lower quality. This rebrand was done in order to enhance the brand, and promote it as a high quality chocolatier.
    The logo is designed using a script and an italic Helvetica. The ‘C’ and ‘A’ were done in script to flow with the lines used on the new packaging and to allow for promotional items to be monogrammed with a recognizable symbol. The browns were chosen for their richness and easy association with chocolate.
    The banner is designed to appear instore and promote the new atmosphere. The slogan, “welcome to the new addiction” promotes the brand and the store’s new atmosphere.
    The post card is meant as a promotional device that can be used as a direct mail piece to either loyal customers, or a new target audience.
    The packaging is a rich brown, tying it to the store’s new appearance and atmosphere. It uses swirls to promote an elegance and simulate fresh chocolate being poured.
    Designed using Adobe Illustrator and InDesign.

Trademarks

Jazz Club - Second Hand Jazz
Regarding the design for Second Hand Jazz, hand drawn type was chosen to evoke feelings of energy and a roughness. This was done to give the person on the street the idea that this club plays more energetic and fast paced jazz as opposed to smooth jazz.

Restaurant - London Fog Gastro-Pub

The design for London Fog was chosen to promote the idea of a British Pub with a focus on food. The derby hanging on the ‘g’ was placed to appear hanging, and is in reference to Winston Churchill’s iconic hat.

Film Festival - Unaligned Independent Film Festival

The name Unaligned was chosen to further the idea that this was an independent film festival. The word is used here to say that these films are not aligned with any major studios and have a unique outlook. The type in the logo was cut and shifted to also play with the name of the festival, essentially dis-aligning the type.

Airline - Odyssey 

Odyssey was designed with the idea of journey and flight. The blue wisps behind the company name represent flight and the beginning of your journey.

Private School - Future Endeavors 

Future Endeavors is imagined to be a private pre-
school focused on the building blocks of education. To convey this the logo uses the image of letter-blocks and a typeface that evokes an educational atmosphere.

Hair Salon - Headcase Salon

Headcase is a play on words conveying the idea of unique and avant-garde hair design. The type is arranged in a jumbled way also playing with the word’s actual definition.

Catering Company - Indulgence Catering

To evoke an idea of elegance and simplicity this logo was designed in a straight forward manner. The type was chosen for it’s elegance and richness. The ‘I’ was done in a more handwritten typeface to tie the illustration of a fork into the logo.

Bike Shop - Bent Sprocket 

Bent Sprocket’s logo was designed to fit in with a city’s downtown area, such as North Bay or Huntsville. The name was chosen to convey the message that the shop does bike repairs. The B was chosen to evoke feeling of simpler times and with the idea that this logo would appear as a wood carving at the store. The rest of the letters are crashed together and the logo’s illustration are designed as if they have been in an biking accident.

Record Company - Up 2 Eleven Recording 

Why Up 2 Eleven? Because Eleven is is louder than ten! The name of this company is inspired by the movie ‘This is Spinal Tap.’ This recording company specializes in rock and metal acts with a name to reflect the volume enjoyed by many of their listeners. The logo is designed with only two colours to allow for easy reproduction of the logo on promotional items.

Publishing Company - Stovepipe Publications 

The illustration of the beat-up hat and the name Stovepipe were chosen to show that this publishing company mainly publishes books of a Dickensian nature.

North American Midway

These four posters were designed to promote a fictitious documentary series for a television network like A&E. Each poster carries a unique headline and image. The headlines all relate back to the viewer and memories they have of going to the midway/carnival.
    The images are night shots to show the lighting of each of the attractions featured in each poster. The colouring of the letters also reflects the bright colours of the midway. Each poster is 10”x12” and were designed using Adobe Photoshop and Adobe Illustrator. 

    Photography used in campaign is stock photography.

Leave the Everyday Behind...

This logo and magazine advertisement were produced in Illustrator.  They are a part of a company branding assignment in which the challenge was to create a look unique to the company's field.