BRANDING
The brief for Belle Fleur Fine Chocolates new branding was to create a logo device and branding to strongly communicate and reflect the high quality and premium nature of their gourmet handmade chocolates.
I managed this project from concept to completion and is a great case study of delivering better outcomes for a client through design. When I was approached by the small family business, they wanted to redevelop their brand identity to reflect the high quality premium product they made. They had several issues with the existing logo which was poorly designed and did not reflect theiir business values. They had also worked with several designers who never delivered on their promises. The other major issue was inconsistant print quality of the packaging where colours were not consistant and some elements were out of register.
I worked closely with the client and listened to all the issues they wanted to resolve. After concepting some brand identity ideas, we worked together to arrive at a design that met everyone’s expectations. I introduced a new simplified colour palette of metallic silver and blue which would help evoke a more premium feel. Then I worked with a very reputable packaging company and we developed new box designs including some very high end solutions that really showed off the chocolates. Another issue I resolved was standardising the colour palette and working out colour formulas for different print applications that would mean colour consistency, even for products being produced off-shore like carry bags and included spot colours, process colours and digtal colour matches.
The results of my work meant that the business was re-energised and they were able to distribute their product into more markets like the David Jones Foodhall and Jan Ter Heerdt even featured on the TV show Masterchef demonstrating to the contestants how to temper chocolate. They also expanded the business by establishing a new flagship store in Petersham which they had completley remodelled to suit their needs. I assisted by providing colour advice and designing wall artwork for the interior, depicting a Cocoa plantation on one wall and their grandparents original store in Belgium on the other.
Belle Fleur brand identity
Packaging with print standards established across different applications to ensure colour and quality consistency
Left: Co-lab with Hilton Hotels Sydney. Right: Single Origin bars
Interior of Petersham flagship store showing large photographic wall artworks
Exterior of Petersham store where I assisted with colour and signage