Moonstruck Chocolate Co.
As the Senior Designer I was responsible for creation, conception, and production in all design, both internally and externally. I helped implement and define the rebranding of the company in 2019, which also included developing the packaging design for the entire Classic Collection of products, color, typography, and Brand Guidelines.
I produced print collateral and signage for the three retail spaces, digital pieces for social media and other digital channels, such as email. I developed and executed the creative and art direction for all product packaging design. In addition, I also developed the color stories and design for seasonal product lines.
Other areas where I provided support included providing custom illustration for product packaging, truffles, as well as for print and digital collateral such as sell sheets, pitch decks, one-sheets, advertisements, and more.
I collaborated in marketing strategy as well as copy. I helped provide art direction, leadership, and coordination for marketing staff in developing and implementing creative concepts and ideas across all channels.
Branding
Packaging Design
Illustration
Brand Style Guide
Print Collateral
Environmental/Exterior Design
Signage
Digital Assets
Classic Collection Packaging Design
As part of Moonstruck’s rebrand in 2019, the packaging system changed as well. All pieces of the classic truffle boxes (4,6,9,12, and 20/40 pieces) retained the new, more modern color and design, with a tight fitting box which gave the consumer an element of surprise when opening.
I designed each of the classic boxes to include their new tagline “Where there is Chocolate there is Magic” but chose to design them differently for the different size boxes to give each box a sense of special, almost collectible item feel. The same is said for the starry skies — no two star patterns were the same on packaging.
I chose to develop a vibrant, contemporary pattern with geometric shapes for the inside artwork because not only was that appealing, but it spoke to the rebranding effort which was to modernize the brand. I applied the secondary color palette that I created for the brand, as well as used intriguing shapes that felt much more aligned with the new brand vision.
Design for Classic Collection 6pc box
Interior Lid Design for Classic Collection 9/12pc box
Design for Classic Collection 20/40 pc box
Moonstruck Classic Collection 20, 9, 4pcs
This design system was extended to the retail store packaging as well. Three different sized bags were used to accommodate this new modular box-system.
Retail Packaging Design System for Moonstruck
Interior Retail Packaging Design for Moonstruck
Seasonal & Craft Collection
Packaging Design
With new packaging structures in place, the goal was to provide compelling design aimed at attracting consumers for the Classic Line, as well as for seasonal items (both product lines are shown here). Seasonal items required captivating visuals that reflected the season and give a sense as to what was inside the package.
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Bar Design
Seasonal and Element Bars were produced in addition to the Classic Collection Bars, with artwork to reflect the season or concept, such as the Love is Love Bar. A more literal approach was taken on later items like the Limited Edition Seasonal Bars, where customized illustrations indicating the flavors of the bar were implemented.
Brand
As brand caretaker, it was my job to ensure all aspects of the brand were used in appropriate ways, both internally and externally. I helped implement and define the rebranding of the company in 2019, which also included developing the packaging design for the entire Classic Collection of products, color, typography, and Brand Guidelines. I was responsible for creating and maintaining the Brand Guidelines. Excerpts from the 80+ page Guide are shown here.
I created and used illustration quite a bit for seasonal promotional campaigns, Retail Store campaigns, and even on the products such as truffles and the bars themselves.
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Each of the three retail spaces had different window sizes to promote and attract customers to their space. Most often, Seasonal Campaigns were produced for these spaces.
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Digital
Compelling, on-brand imagery in the digital space is essential. Here is a small sample of social media graphics, email graphics, as well as digital ads and Amazon shop page images.
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Classic Collection Sell Sheets
Sales Deck
Most photography on this page was done by Tyler Feague, with the exception of the Classic Collection images and Exterior images.