Jenna Howard, Graphic Design

Jenna Howard







 
Project Statement: TRUCE Chocolatier Co

TRUCE is a fictitious chocolatier company who specializes in resolving conflict through direct, but compassionate chocolate bars. The chocolate serves as a peace offering or a “truce” between two people. The back of each chocolate bar prompts the reader by asking them to reflect on what they have recently done that could have wronged someone. For example, “Were you a bit too critical of a friend’s “art”? Or maybe you didn’t say happy birthday to your sister”. TRUCE values relationships and their goal is to see conflicts be resolved. No matter what the argument is, they want you to work it out.

Everything in the designs is about the inevitable push and pull that comes with conflict. It is a constant battle of bitterness and grace. In order to invoke a feeling of conflict in the viewer I focused on design principles and elements like balance, emphasis, scale, shape and color. I implemented a highly contrasting color palette by using black, white and a bright color for each bar that would help the Primary Display Panel, or PDP, stand out on a shelf with other chocolate bars. The colors resemble how different two parties can be and yet how well they complement each other.

The flavors of the chocolate bars combine the sweetness of chocolate and the intensity of a flavor like whiskey, jalapeno or sea salt. The choice of a large upper case sans serif typeface is designed to be in the face of the person reading it. It is sugarcoated with a sweet informal script typeface. The color palette, typography and flavors of the chocolate are bold and confrontational but the message and flavors are sweet. So, are you ready to call a TRUCE?

TRUCE Chocolatier Co, Chocolate Bar Design, Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design, Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, SALTY), Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, SALTY), Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, TOXIC), Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, TOXIC), Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, HEATED), Jenna Howard
TRUCE Chocolatier Co, Chocolate Bar Design (Detail, HEATED), Jenna Howard
TRUCE Chocolatier Co, Brand Identity, Jenna Howard
TRUCE Chocolatier Co, Brand Identity, Jenna Howard
TRUCE Chocolatier Co, Brand Identity (Detail), Jenna Howard
TRUCE Chocolatier Co, Brand Identity (Detail), Jenna Howard
Jenna Howard, Personal Brand Identity
Jenna Howard, Personal Brand Identity
Jenna Howard, Personal Brand Identity (Detail)
Jenna Howard, Personal Brand Identity (Detail)
Mercy Corps Brand Redesign, Jenna Howard
Mercy Corps Brand Redesign, Jenna Howard
Mercy Corps Brand Redesign (Detail), Jenna Howard
Mercy Corps Brand Redesign (Detail), Jenna Howard
Mercy Corps Brand Redesign, Brochure, Jenna Howard
Mercy Corps Brand Redesign, Brochure, Jenna Howard
Mercy Corps Brand Redesign, Brochure (Detail 1), Jenna Howard
Mercy Corps Brand Redesign, Brochure (Detail 1), Jenna Howard
Mercy Corps  Brand Redesign, Brochure (Detail 2, Exterior Panels), Jenna Howard
Mercy Corps Brand Redesign, Brochure (Detail 2, Exterior Panels), Jenna Howard
Mercy Corps Brand Redesign, Brochure (Detail 3, Interior Panels), Jenna Howard
Mercy Corps Brand Redesign, Brochure (Detail 3, Interior Panels), Jenna Howard
Dark Matter Brewing Co, Brand Identity, Jenna Howard
Dark Matter Brewing Co, Brand Identity, Jenna Howard
Dark Matter Brewing Co, Brand Identity (Detail), Jenna Howard
Dark Matter Brewing Co, Brand Identity (Detail), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design, Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design, Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Barley Sober), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Barley Sober), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Hoptimistic), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Hoptimistic), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Grain Overload), Jenna Howard
Dark Matter Brewing Co, Beer Bottle Design (Detail, Grain Overload), Jenna Howard
Chicagoan: December Issue, Jenna Howard
Chicagoan: December Issue, Jenna Howard
Chicagoan: February Issue, Jenna Howard
Chicagoan: February Issue, Jenna Howard
Chicagoan: March Issue, Jenna Howard
Chicagoan: March Issue, Jenna Howard
Chicagoan: December Issue with Magazine Spreads, Jenna Howard
Chicagoan: December Issue with Magazine Spreads, Jenna Howard
Chicagoan: December Issue with Magazine Spreads (Detail, Spread 1), Jenna Howard
Chicagoan: December Issue with Magazine Spreads (Detail, Spread 1), Jenna Howard
Chicagoan: December Issue with Magazine Spreads (Detail, Spread 2), Jenna Howard
Chicagoan: December Issue with Magazine Spreads (Detail, Spread 2), Jenna Howard
James Carpenter Poster Design, Jenna Howard
James Carpenter Poster Design, Jenna Howard
James Carpenter Poster Design (Detail, Front of Poster), Jenna Howard
James Carpenter Poster Design (Detail, Front of Poster), Jenna Howard
James Carpenter Poster Design (Detail, Back of Poster), Jenna Howard
James Carpenter Poster Design (Detail, Back of Poster), Jenna Howard