5.2 Font style for new design

The font style I would use for the text on packaging design is Trajan Pro and Optima. These are serif texts, I want to use these texts to appeal to mature audiences.

Top: Trajan Pro, Bottom: Optima

The font is well-structured and even. The Trajan Pro font will be used for Capital Case text such as the titles and description texts on the front. The Optima font will be used for smallcase letters especially the informational text at the back of the packaging.
With the type of text I have chosen, the brand can fit in with premium chocolate brands such as Green and Black’s and Lindt chocolate, with the entire packaging design, Golden Tree de Luxe chocolate will stand out.


5.1 Final Background design

I am satisfied with the spectrum color scheme chosen for the 7 varieties of Golden Tree chocolates. For the final designs, I will use the gradient fills and pattern designs for the background. I made sure that the color scheme for the pattern matches the color scheme for the packaging design. If I use the pattern design as the main background it will complement the colour scheme of the text, fills and accents of each range.
The background colours, were chosen based on a colour wheel diagram so the colours complement each other.

This kente pattern uses colours from Portem pride chocolate

The gradient fill and patterns can even be merged together for the background color of the packaging.

4.4 3D Templates

This template is an exact copy of how the current bars look. I have changed the front design using one of my new design ideas. The information on the back of the packaging remains the same, but I have changed the position of the text. This is how the back of the current packaging looks.

Product Information as displayed on the current GT Chocolate bars

This is a prototype showing a 3D template of one of the new packaging designs.

3D template of sample Kingsbite packaging

The back information will be simplistic, i will use neutral colours such as black or yellow/gold for the text.

4.2 Font styles

The well-known premium chocolate brands in the UK, use font style text that stands out. Serif fonts add class to designs, since GoldenTree de Luxe chocolates is placed into the ‘Premium chocolate’ market. I looked fo serif fonts that I would like to use for the main text.

My favorite Serif fonts are:

  • Bell MT
  • Calisto MT
  • Century Schoolbook
  • Garamond
  • Goudy Old Style
  • Optima
  • Perpetua
  • Trajan Pro

For the prototype designs I used the Trajan Pro font, I like this font, I will probably use it in my final designs. The only problem is that this font is capital and cannot be changed to small-caps. If I decide to change some parts of the design to small caps, I will most likely use Optima.
For the back of the packaging design will one of the Serif fonts and a sans serif font, my choice is Myriad Pro or Lucida Sans.

For the main titles, I used neutral colours so that it complemented with the spectrum colors i used for the background.

4.3 3D Models

I planned to create 3D Models as part of the design process because it is a process applied in the professional field of product and packaging design.  I do not have access to some of the professional software used in the professional industry,but Adobe Photoshop and Adobe Illustrator have some important features for creating designs. The latest version of Adobe Illustrator, CS5 has features for creating 3D effects that i will like to try out for my planning my packaging designs.

With the 3D Effects, i tried applying the extrude and bevel settings to my product, by changing the preferences of the default settings, i created a image of the packaging mock-up design that makes it look realistic.

  • The depth or thickness(width) of each bar size from 10g to 100g
  • The hues of the products for the shades of each variety especially Dark chocolate, dark milk chocolate and milk chocolate.
  • A realistic image of its size for three sizes, small, medium and large – their surface areas.

I created a 3D image of a bar of GT chocolate by using paths in Illustrator. The image below is the uneditted image of a chunk from taken from the 100g bar. I will use this image if needed on the front of the 100g bars. To make it look more realistic i will use the gradient mesh to add more depth and shadows.

These are the 3D models used to illustrate the design of the bars from the small size bar 10g to the large 100g bar. The images also show the colours for the different varieties of chocolate: Dark, Milk and Dark milk.

4.5 Other designs

These are some other designs I created for the packaging designs. The background designs I have currently chosen are gradients fills of red, orange, yellow, green. etc. Since the current GT packaging has images of the kente material, i decided to include some kente patterns into my designs. GT chocolate is an international brand, apart from the logo of the chocolate – the kente materials is also a symbol to its chocolate consumers of its origin. I want this chocolate to portray the culture of Ghana so I would like to incorporate a new version of the kente material.

Kente material weaved in Ghana

I have designed some patterned based on some of patterns in this image, it is a kente material, it uses alot of vibrant colours, mainly reds, greens, blues, gold and black. For my design, I use the colour scheme of four different varieties.

Pattern design based on Akuafo bar colour scheme

The designs shown might be used for the background instead of the gradient fills shown for the main designs. I could add it on the background of the prototype designs as well.

My kente pattern based on the colour scheme for Kingsbite

This kente pattern uses colours from Portem pride chocolate

Kente pattern from coffeechoc colours

The clear windows designed for the box sets will fit with the pattern designs. Especially for design 2,  the rectangle shapes in different colours. I decided to place windows where the main colours fit in. For instance, the box set for kingsbite will have windows in place of the red shape so that the red packaging for the chocolate is seen instead. in this case, there will be 2 on the second row and the fourth row.

Example showing the pattern design for kingsbite chocolate

For the second box set design, there will be 4 clear windows in place of the red, yellow, violet and blue rectangles so kingsbite, portem nut, portem pride and  Tetteh Quarshie bars will be put in place of those colours because these are the main background colours for the chocolates.

4.1 Colour scheme

Based on the colours chosen in the previous section, I based my packaging design on the colours of the colour spectrum or “rainbow colours” it is also called. Fortunately, there are 7 varieties in the Golden Tree which corresponds to the spectrum colours, the next stage was to plan the colour scheme.

I planned to use 5 or 6 colours in the colour schemes, which had to complement each other and stand out as well. Using a colour wheel, i chose the main colour say yellow and two colours that complement each other and the main colour, i used a variety of shades, darker shades for important texts and lighter shades for descriptive texts. As shown below:

Choosing the colour scheme

I have chosen 5 colours for the colour scheme:
1) The background – gradient fill(dark to light shade of one colour)
2) Main text – Name of chocolate variety
3) description 1 – description of flavour(in english)
4) description 2 -flavour in French
5) last text – bar size

This prototype is to show the colour scheme of the ranges, I used one of my planned designs to show how the packaging designs might look like with the colour schemes. This is also the basic plan of what the front of the packaging will contain, i might not use this layout in the final designs, because my ideas might change in time.

The files for the packaging designs

3.4 What is the colour scheme?

After choosing the suitable market, I can begin to plan advertising and marketing campaigns for GT Chocolate.

For the colour scheme for the new packaging design, I have decided to use the colours of the colour spectrum: Red, Orange, Yellow, Blue, Indigo and Violet.
There are 7 varieties of the GT Chocolate,
Kingsbite – Milk Chocolate
Tetteh Quarshie Bar – Dark Chocolate
Oranco Bar – Milk chocolate and orange
Akuafo Bar – Milk chocolate and lemon
Portem Pride – Dark milk chocolate
Portem Nut – Chocolate and Peanuts
Coffeechoc – Chocolate and Coffee (The cappucino bar)

Based on the flavours of the GoldenTree chocolate, I will choose colours that correspond with the product. This is the intial list I made for the packaging design:
Red for Kingsbite
Orange for Oranco Bar
Yellow for Portem Nut
Green for Akuafo bar
Blue for coffeechoc
Indigo for Tetteh Quarshie(T.Q) bar
Violet for Portem Pride.

Based on the colour theory, I will have to choose colours that represent the intensity of each flavour and the emotions it conveys. Dark chocolate will represents a darker chocolate, milk chocolate is more creamy and smooth, so i could use neutral colours or vibrant colours. At the same time, based on Green & Black’s colour schemes, I will consider mild colours – so i will choosing lighter shades of the original colours.
I categoried the chocolate into two different groups based on the Him and Her gift collection, i planned earlier for the Valentine’s promotion.

Masculine —— Feminine
Portem Pride — Kingsbite
T.Q Bar  ——–  Akuafo bar
Oranco ———  Portem nut
Coffeechoc —– Oranco bar
Kingsbite ——- Portem pride

Colour Hue: Masculine and feminine GT Chocolate

3.5 How can GoldenTree chocolate be promoted?

While brainstorming ideas of how to promote GT Chocolate, i creating a promotional campaign for the Valentine season. In Ghana, the ‘Cocoa Day'(which was on Valentine Day) promotional for made in Ghana produce created a widespread awareness for CPC Confectionery products and a boom in sales. I can use the Valentine seaso to promote the chocolate, but Thorntons have established themselves as a chocolate brand for the valentine’s and also for mother’s day. Lindt chocolate use Easter to promote their Lindt easter bunnies.

Lindt's trademark gold Easter bunny

Another idea was to make a special promotion for GT Chocolate for Ghana Independence the 6th of March. The hindrance this promotion does not have much cultural significance in the UK in today’s society especially, but this is could be used as a sucessful promotional campaign for GT Chocolates in Ghana.

Thirdly, based on Divine chocolates approach, such as promoting “Dubble” for Comic Relief. I thought of promoting GT chocolate to create awareness of global events, especially those that dominate in Africa:
I researched the International dates and chose the ones that GT Chocolate will mostly likely promote:
World Malaria Day – 25 April
World Blood Donation Day – 14 June
World Tourism Day – 27 September
World Food Day – 16 October
World Development Information Day – 24 October

Out of the international dates, the most practical will be the World Tourism Day. For the advertising campaign, the brand could promote eco-tourism in Ghana, which will involve seeing the rural areas in Ghana. Tourists could visit cocoa farms, kente weaving factories, the CPC factories, some tourist locations, but the sole purpose of eco-tourism will be the most important, tourists who come to Ghana will be observe how these people work, learn how they make a living and get the chance to work with them.

The ideas discussed so far are quite broad and will require the co-operation of the Cocoa Processing Company Limited themselves. I have decided to create the fundamental promotional campaign for GT Chocolates which will be based on the unique contents of each bar and the good qualities of this unique chocolate.

Title:Enough chocolate for valentine, CPC assures
URL: http://www.modernghana.com/news/202366/1/enough-chocolate-for-valentine-cpc-assures.html

Lindt Gold bunny image

GoldenTree advertising image

Title:International Days – United Nations Observances

3.2 What market does GoldenTree chocolate fit in?

In Ghana, CPC had a campaign to promote Ghanaian -made chocolate. CPC is the most popular Ghanaian chocolate-makers in Ghana. CPC promotional campaigns are based on special events or occasions in Ghana, for example, in 2007, Valentine’s Day was declared “Cocoa Day”, to promote made in Ghana produce. Football is very much loved by Ghanaians just like in England, there are some advertising posters that promote GT Chocolates, they were probably specially promoted for the 2008 African Cup of Nations(ANC) which was hosted in Ghana.

GoldenTree chocolate's advertising campaigns

Using Divine Chocolate as an example for what market GT chocolate fits in, Divine chocolate is a fairtrade product, the similarity it has with GT chocolates is that Divine chocolate sources its cocoa beans from Ghana. Divine chocolate works together with Kuapa Kokoo, the association of Ghanaian Cocoa farmers so on the positive side- it has a strong relationship with the cocoa farmers, this could build trust amongst their audience and the brand.
GT chocolates are not necessarily organic or fairtrade so it doesn’t fit in directly in the fairtrade market. However, GT Chocolates are made from premium cocoa beans. UK chocolate brand Green & Blacks fits in the organic, premium and fairtrade markets. Lindt is well-known for making Premium chocolate. The brand fits into the international chocolate range, it is possibly the only renowned foreign/international chocolate brands in the UK found in major supermarkets.

This diagram shows the classification of the case studied chocolate brands into their appropriate markets. Ghanaian chocolate will fit into the international and premium chocolate market, making its direct competitors with Lindt & Sprungli.

Classification of 6 chocolate brands

Based on Lindt’s profile and history, it will be a challenge to compete with it in the international market:

  • it has established for many years, it came into the UK market about 100years ago.
  • it has the smooth texture and creamy taste of European standard chocolate.
  • it is well-established as a Swiss chocolate, by the ‘chocolate experts’