The creative brief for my logotype project for my typography class.

1. Chocolate Bar
Creative Brief
Kitley DeFelice
Research
A major ingredient in chocolate is chocolate liquor, which are cocoa beans with their shells
removed that have been fermented, roasted and ground until they liquefy. The liquid is made up
of cocoa butter and cocoa solids, which are both are naturally present in the bean. Chocolate also
includes cocoa butter, which is the natural fat from the cocoa bean; extra cocoa butter enhances
chocolate’s flavor and mouthfeel. Chocolate also contains sugar, vanilla (or vanillin) and other
flavors, and lecithin, which is an emulsifier—often made from soy—that makes the ingredients
blend together. Chocolate may also include milk, for milk chocolate, and/or fruits, nuts, or other
add-ins.
Dark chocolates often taste more bitter and have a higher percentage of cacao than other chocolates
do, which means that they have a higher proportion of cocoa beans in them. Milk chocolates, the
most common kind of eating chocolate, contain milk solids. In white chocolates, cocoa butter is
the main ingredient, and cocoa solids are not included.
The history of chocolate started with the ancient Olmecs of southern Mexico, then the ancient
Mayans, then the Aztecs. These ancient variations of chocolate were often bitter chocolate drinks
used in celebrations and ceremonies. When the age of exploration began, the Spanish brought
chocolate back to Spain, where chocolate mania spread throughout Europe, where Europens
developed their own versions of hot chocolate. Next, chocolate arrived in Florida from Spain,
where chocolate houses started opening in the American colonies. Chocolate had been a beverage
thus far in history, but then dried milk was added to chocolate instead of water, creating milk
chocolate.
In the chocolate industry today, unethical labor practices are common, where a typical cocoa
farmer in the Ivory Coast and Ghana are paid an average of $2 per day. Some farmers even resort
to child and slave labor to further minimize costs. Children can work up to 100 hours a week and
perform dangerous task such as operating a machete, carrying bags of cocoa pods that weigh over
100 pounds, and operating near hazardous chemicals without protective gears. The big chocolate
companies then purchase the cocoa they produce therefore supporting these unethical practices.
This has led to fair-labor chocolate companies popping up, where they ensure that the cocoa
farmers are paid fairly and treated safely.

2. Word Association List
• Sweet
• Creamy
• Milk
• Melt
• Truffle
• Smooth
• Tasty
• Delicious
• Fat
• Butter
• Drink
• Fair-Trade
• Historical
• Celebration
• Dark
• Special
• Ethical
• True
• Perfect
• Flavor
• Spice
• Bliss
• Mixture
• Hot
• Cocoa
• Cacao
• Beans
• Pure
• Indulge
• Sugar
• Rich
• Yummy
• Fruit
Selected Word for Logotype
Swelm
A made-up word that naturally and gently rolls off the tongue, like the feeling of some perfect,
delicious, sweet chocolate melting in your mouth
Communication Goal
Showcase genuine, delicious, rich, creamy, sweet, pure, and blissful chocolate