This photograph, taken during research, shows how the various brands created a cacophonic brand identity.
The brand architecture was quite disparate, with a separate identity for the company’s offering to clients in the food production, gourmet food, and consumer sectors. We recommended the adoption of a masterbrand strategy, centered around the promise of ‘Chocolate for Experts.’ The corporate wordmark is derived from the founder Étienne Guittard’s original signature.
The proposed masterbrand strategy simplifies the communication, and the business.
A robust identity system supports the implementation across a broad range of channels and touchpoints.
We recommended celebrating the artistry of chocolate making through collaborations with visual artists, making tasting bars into beautiful, giftable objects.
Agency: Objective Subject
Account: Emma White
Strategy: Siobhan Burns, Emma White, David Jalbert-Gagnier
Creative Director: David Jalbert-Gagnier
Design: Kelly Carámbula, Sam Gray, Kirk Pettinga, Greg Gazdowicz
© 2021, David Jalbert-Gagnier