BLISS by CHOCOLATE
Delights for chocolate lovers
BRAND VALUES :
Inspired by “DEATH BY CHOCOLATE” (expression about chocolate lovers who are happily aware of the possible consequence of overindulgence in their favourite food) and strengthened by the word “BLISS” (supreme well-being, euphoria, some kind of beatitude), our brand hopefully evokes the place you must go if you are a chocoholic.
Key words : mouth watering / Indulgent
BLISS by CHOCOLATE aims to become a "chocolate lounge" chain. Based on variety, it fits all seasons.
Very different from a chocolate maker shop selling its manufactured products, it is more like an ice-cream shop allowing to treat yourself instantly. On site (in “coffeehouse” format) or right outside (in “take away" format), the customer enjoys all kinds of delights whose common denominator is chocolate (with a focus on melted chocolate) :
-Ice creams topped with melted chocolate + fruits & toppings
-Crêpes topped with melted chocolate + fruits & toppings
-Waffles topped with melted chocolate + fruits & toppings
-Chocolate fondue with fruits & toppings
-Range of hot chocolates
-Range of chocolate milkshakes
-Chocolate cookies and brownies
This passion for chocolate is not limited to the tasting. Thanks to 3 chocolate machines where continuously flows some melted chocolate, experience is also visual and olfactory.
-Urban people between 20 and 50 who want to treat themselves around an indulgent food they love so much : chocolate !
-Although BLISS by CHOCOLATE does not target a specific gender, it is likely to attract more women than men (60% / 40%)
-Children are welcome, but they are not specifically targeted. Fit-shopping want to avoid the childish atmosphere that exists in some ice cream parlours.
INFORMATION ABOUT STORE DESIGN AND FIT-SHOPPING:
-In front of the flood of melted chocolate, costumers must salivate without feeling the stiff atmosphere of many chocolate maker stores. Closer to a coffee shop atmosphere, BLISS by CHOCOLATE will be a cosy and warm place. I want it a bit posh and upmarket but nonetheless casual (examples : Joe and the Juice ; Le Pain quotidien)
-There will be some dark chocolate colour (something like Pantone Black UP) in the fit-shopping, but I want to mitigate it with warm white (something like Pantone 11-0104 TCX Vanilla ice). As this combo dark chocolate / warm white is elegant but a bit boring, I rely very much on the logo to spice/brighten up the store.
VALUES TO COMMUNICATE WITH MY LOGO DESIGN:
-As the name already evoke passion and indulgence for chocolate, I am not sure (but not unsure either…) that the logo needs to focus on these values.
-I want my logo to convey the image of :
-quality food but not over-sophisticated
-stylish place but casual atmosphere
-well-off urban way of life but not snobbish (in a NYC perspective, more Greenwich Village than Upper East Side)
USEFUL INDICATIONS :
"""UPDATE : PLEASE, I WOULD LOVE TO SEE HOW WOULD LOOK LIKE A LOGO BACKGROUND SHOWING A RECTANGULAR PIECE OF CHOCOLATE (I mean the relief pattern of a rectangular piece from a rectangular chocolate bar) PARTLY CRUNCHED AT THE LOWER RIGHT CORNER (see inspiration in Pinterest brief)""""
Although I don’t want to restrict designers creativity, here are some clues about what I have in mind :
-Not a must have, but I like circle logos form with the name inside (e.g "Joe and the Juice” - see in Pinterest brief) or diamond form (e.g Sketch - see in Pinterest brief)
-it must be easily readable
-I don’t like neither funny/childish logos (see. "Country Swirlz” logo in Pinterest brief) nor festive logos (see. “MyFroyo” logo in Pinterest brief)
-Some evocation of melted chocolate could be great, but I wonder if it is possible to show it clearly in a logo… (cf. 3 photos of what my chocolate machines will look like in Pinterest brief)
-why not someone eating chocolate (only if it is not too complicated to make it clear) ?
-I don’t want animals on the logo
-I think I want “BLISS” bigger than “by chocolate” ? Do I want everything written in uppercase or in lowercase letters ? Do I want a mix of both ? I have absolutely no idea.
-Baseline “Delights for chocolate lovers” must be very small and I need a logo version without it.
-In Dublin where Bliss by Chocolate will be based, there is a chain called "Butlers Chocolate”. My logo character font MUST NOT remind the Butlers one (see in Pinterest brief)
-In case it was not clear enough (LOL), I have to admit that I am a bit in love with "Joe & the Juice" logo. I am especially sensitive to contrast between a black and white pub atmosphere and a bright logo.
COLOUR ISSUE :
-Because chocolate colour is expected to appear in my logo, I wish to avoid it.
-At the moment, I am a bit obsessed about a combo of copper and blue oxidised metal colours. To have a better idea about what I have in mind, cf in Pinterest brief the picture of small bottles with these colours. Oxidised metal background with copper letters or Oxidised metal letters with copper background ? I don’t know. (again, this is just a suggestion and I don’t want to restrict designers creativity…)
-Anyway, I need my logo to be readable with and without its specific background (to know what I mean, please see the two examples of “Joe and the juice” logo in Pinterest brief).
-I like the idea of original mark partly erased/damaged (see “SPOT” logo in Pinterest brief)
Pinterest brief link : https://www.pinterest.com/fgeorges3…ign-brief/