5. Garber’s Gourmet Chocolate is based on an existing chocolate
store that is located on Massachusetts Avenue in Indianapolis.
This book shows the process of rebranding the store including
research, sketches, website, logo and packaging.
Introduction
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6. RESEARCH BRIEF
Original store name
The Best Chocolate In Town
General description
The Best Chocolate In Town, inc. was founded
in 1998 by Elizabeth Garber with a goal to pro-
vide premium, gourmet chocolates and friendly
customer service.
Location
880 Massachusetts Ave,
Indianapolis, IN 46204
Products and services
Hand made chocolates and desserts
Company’s mission
Provide premium, gourmet chocolates and
friendly customer service
Company’s values statement
They believe in creating quality chocolates and
desserts as well as supporting other local small
businesses.
Customers /target market
Age group
Core customers are mid 20’s to early 50’s
Income level
Middle to high
Gender
Both male and female, but possibly more female
Educational level
High school and higher
Home ownership
50% homeowners
Attitudes
Happy, kind, joyful, busy
Interests
buying gift or for personal enjoyment
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8. NAME IDEAS
Pulse Of Chocolate
Heart Of Chocolate
The Taste Of Chocolate
The City Of Chocolate
Melting Chocolate
Garber’s Gourmet
The Happiness Of Chocolate
Piece Of Happiness
Chocoful
Crafted Cocoa
WHY “ GARBER’S GOURMET ” ?
Elizabeth Garber founded the store in 1998.
This is why I chose Garber’s Gourmet to be
related to the founder. Also, these two words
have the same sound and start with same
letter “ G ” which makes it unique !
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9. The Beginning Of Happiness
The Happiness Start From Here!
With A Happiness Of Touch,
We Made A Chocolate
First Taste, First Love
Love At First Taste.
Enjoy The Little Moment.
Choose Your Happiness.
Best Flavor Of Happiness
TAGLINE IDEAS
FIRST TASTE , FIRST LOVE
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14. COLOR SCHEME
C= 0 R= 254
M=6 B= 228
Y= 8 G= 239
K=0
C= 40 R= 104
M=69 B= 63
Y= 90 G= 33
K=44
C= 52 R=56
M=72 B=31
Y= 78 G=20
K=72
#FEEFE4 #683F21 #371F13
I chose these colors to fit on my logo and the package I made.
The logo that I made is based on the shape of the chocolate. That
is why I chose dark and light brown color to give you the taste and
the feeling of chocolate. Moreover, I chose light pink color to fill
the white space in the package and add some intrest.
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20. Creating a package
My package is designed to fit for four pieces of chocolate. I used the letter “G” to
create the pattren on both sides of the package. Also, I added the my logo on the
top with a beautiful shape that is also from the letter G. I chose the light pink color
to be a background for my logo insted of white to add some interest. I am very
pleased with the result because it might be a perfect gift for anyone.
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26. Creating a website
My website’s goal is to make it easy for people to search and find a good
gift for people who love chocolate. I added the address and the hours of
the store on each page because it is important to know what time they
open and close and what their location is. Having many kinds of chocolate
in store shows people that the store has various kinds of chocolates that
people can try and taste.
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