Kaebisch

Brand identity, packaging and design management for local handcrafted chocolate brand.

Moments with chocolate

Kaebisch is a local brand that offers fine and artisanal chocolates in a cosy atmosphere inspired by European cafés. Despite the name of German origin, and the use of Belgian chocolate, the brand was born and established in Brasilia. After 8 years on the market, Estúdio Marujo was hired with the aim of updating and standardising its brand identity. We were responsible for the branding and design of several communication pieces, from the renewal of the whole packaging set to the online and offline collateral.

Concept

The project began by defining the brand values and personality in the form of three brand pillars and a brand essence. From this first step we established new brand guidelines, taking advantage of some of the assets already recognised by the customers. The typographic logo had minor adjustments, while the colour palette was revamped with three main tones: two of them inspired on black and white chocolate, and a third golden one that adds a touch of luxury to the graphics. Three typefaces with complementary characteristics were also chosen to be combined together, simulating hand letterings as in the typical menu boards of European cafés.

Packaging

Throughout the project, we renewed the chocolate bars packaging with a focus on clear and immediate differentiation of flavours based on colours and textures. The pattern is made of modules representing types of chocolate applied in a secondary colour palette based on natural cocoa shades. The new packaging also explores the inside of the boxes conveying messages related to chocolate, with a touch of care and affection to the experience of tasting a real Kaebisch.

Social media and shops

Both physical shops and social media matches the brand identity with tiles, campaigns, handwritten notice boards, menu design, thematic windows and product tags.