Weekly Warmup: Chocolove Redesign

For this Weekly Warmup, I selected Chocolove as my redesign challenge. Chocolove is one of my wife's favorite chocolate bars, and if you check out their current package and logo designs (see attached) you will see they clearly need help.

My thoughts for this rough mockup challenge in no particular order:

1. The current Chocolove logo is really difficult to read. At a glance, it looks to say "chocolate". So, this is really a branding failure. My thought was to either distinguish the "Choco" and "love" name fragments by using two colors. But in the end I split "love" onto a second line. Which solves the legibility challenge. Nothing fancy at all.

2. If you investigate the chocolate isle, the packaging all blends in together. Mostly with browns and earthy hues and textures. So, I went the opposite. Bold gradients and shocking hues.

3. Less is more. Get rid of all the extra graphics and additions that the current packaging uses.

4. To incorporate some fun and personality and keep the "love" and "X O X O X O" in the redesign, I thought a whimsical hand-drawn approach would bring a human element to the clean and minimal packaging design.

By no means is this concept perfect. The execution is rough, the colors are not perfect. But I like the direction and believe it could be a good pivot for any chocolate brand trying to stand out from the crowd.

Please share your thoughts and comments, I'd love to hear what you think!