Chocolate makerIdentity study
It’s nothing
but chocolate.
00The project
- Brand
- CUPID, chocolate
- Year
- 2023
- Status
- Design study, not a commission
An identity study for a chocolate maker. The name is CUPID, so the colour is lilac; the product is chocolate and orange, so the second lead is an orange segment. The whole system rests on three things: a heavy wordmark, two grounds that trade places, and one outlined slice of orange.
- Wordmark
- Colour
- Orange-segment graphic
- Bar wrapper
- Landing page
- Bags and social posts
01The wordmark
Every letter
split down the middle.
Five heavy letters, as solid as bars out of the mould, and each one split by a tall, narrow counter that runs from top to bottom. The weight gives it substance; the split lets it breathe. From a distance it reads as one slab; up close every letter breaks in two.
The wordmark is the five outlined paths from the 2023 file, unaltered
02Colour
Lilac to wrap it,
cocoa to ground it.
The 2023 boards are built from these five colours. Lilac takes the most room and brings the sweetness; cocoa and terracotta are the chocolate itself; orange goes only to the segments and the small heart, and a fine violet line outlines it so it never melts into the brown.
Values sampled from the 2023 exports
03Chocolate and orange
One orange slice,
one violet line.
The brand has one graphic: a slightly tilted orange segment. On the website it lines up in a grid with one slot left for “Chocolate and orange”; on the wrapper it grows into ovals that spill off the four corners, with one in the middle to carry the wordmark.
Wrapper redrawn flat as vector from the 2023 mockup board, without the stock mockup
04Website
The home page does one thing:
it makes the name big.
The 2023 landing page: the segment grid on the left, the wordmark across half the screen, a bar hanging from the top edge. Menu, likes and “we have news” shrink to small type along the edges. We re-set it in HTML on the original layout and left out the desktop-computer mockup it was shown in.
Landing page re-set in HTML from the 2023 design; the bar photograph is redrawn
05Bags and posts
Two colours,
trading places.
One bag in lilac with a cocoa wordmark, one in cocoa with a lilac wordmark, the name sitting low on the bag like a seal. The social posts follow the same rule: one ground, one wordmark, one line — “It’s nothing but chocolate.”
Bags and post redrawn from the 2023 social set, without the stock mockups and photographs
It’s nothing
but chocolate.