For this project, I was tasked with designing and creating a concept for a set of gourmet chocolate bars. I developed the brand, Of the Earth bars, which sells THC infused chocolate that is focused on being environmentally–friendly packaged and produced, non–GMO, and spreading a message of peace and love with every bite. The product concept builds on a “free spirit” mentality while emphasizing a respect for mother nature through the use of natural ingredients. Tied to the three flavors offered — raspberry milk chocolate, ginger milk chocolate, and caramel dark chocolate — I created imagery for the flavors through the illustrations of three retro–styled women, called sweet child, flower child, and moon child respectively.
Approaching the package design, I focused on incorporating retro design elements, characterized by fluid shapes, hand-drawn typography, vibrant color, and dream-like themes. I achieved this through the use of a bright color palette to represent various psychedelic states of consciousness. For type, I drew inspiration from the Psychedelic art movement of the 60’s and the posters and typography treatments that emerged during this time by Wes Wilson. I chose a chunky and rounded type and manipulated the movement of the type within the girls’ hair, blending the illustration and text in an eye–catching treatment, allowing the type to appear as if it was melting or floating away. I paired each girl with a natural element of the earth, through the symbolic images of a sun, flower, and star. Additionally, I added a worn texture to give a natural and earthy look to the bars. On the back, I carried over these symbols and design elements and featured a short description of each flavor with a rounded sans serif font that encourages consumers to get in touch with their inner soul through Of the Earth’s bars.