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’

3.3 Representing the brand for its target audience

All brands have a way of representing their target audiences, the way the packaging is designed, use of colours, features in their advertisements, the brand identity and slogan are all ways of establishing a brand’s representation within its market. I have chosen some chocolate brands to analyse how they target their audience and have established their brand identity.
First of all, I have put forwards some of my thoughts on how I can design the new GT Chocolate brand.

The GT Chocolate brand is aimed at mature audience, so the colour scheme must reflect this. The colour scheme should:

  • (1)make the product appeal to people who are adventorous, ready to try new things with an open-mind,
  • (2)present an aspect of Ghanaian culture, with the use of the kente material and
  • (3)complement the colours used on the packaging and throughout the entire range

On the current packaging, the kente material is printed along the edges of the box. The kente material is a thick material weaved from different threads to make colourful patterns. The use of the kente material represents Ghana and defines the current GT brand but raises other questions too?

If I use the Kente cloth image in the new design:

  • Does it show an improvement from the current design or will it look too similar?
  • Can the target audience in the UK, identify the kente material as a symbol of Ghanaian culture?

It is important to put emphasis into how i present the brand.I want to promote GT Brand and the Cocoa Processing Company as a brand as well as the product. The name of the product must be catchy and represent what is inside the packaging.
Brands such as: Maltesers, Aero, Yorkie, KitKat, Galaxy have to promote their chocolates based on gender of the target audience.
Maltesers – a ‘fun’ chocolate for both males and females. Although, its recent Television advertisements feature women having fun, sometimes planning “tricks” among each other.
Aero – the target audience is mainly women, enjoy spending quality time with aero, feeling each bubble melt.
Yorkie – clearly aimed at men/boys looking at the “no girls allowed” packaging, the use of colours and the typography stands out and gives it a bold look.

the old design for Yorkie original bar

kitkat – the original 4 finger kitkat is aimed at both male and female audiences, Kitkat senses is for women who are conscious about how they look, the target audience could ladies in their 20s to late 30s.

Advertising poster for KitKat senses

This commercial would have targeted girls who like the girl band, Girls aloud, used in the Television commercial and advertising posters.

Kitkat chunky – aimed at men – the shape of the bar is similar to that of the Yorkie bar. The typography is bold and quite edgy representing speed.

Galaxy – aimed at women, by the use of imagery on the packaging – the text logo is soft and fancy, the colours are bold but subtle even the word ‘galaxy’ sounds quite soft. Smooth milk, cookie crumble, hazelnut and whole nut are varieties of Galaxy chocolate. The use of female characters in the tv commercials shows the type of audience it is targeting.

Galaxy 120g bar

Galaxy targets younger women – just entering womanhood from about age 18 and above.

Most bars come as snack-size(35g to 57g) including duo packs(77g to 87g), family sharing size(over 150g) and multipacks(packs of 4 or more bars). The design of snacksize bars are always horizontal, the brand name is large and bright so that it can be easily recognised from afar.

The size of GT chocolates are 10g, 20g, 50g and 100g, the most appropriate size bar for a snacksize bar in the UK will be the 50g which is quite larger than the average snacksize bar(46g).

The 10g and 20g bars are sold as a set. It is better for the largest bar 100g to be sold individually. In Ghana, the 50g and 100g bars are sold individually in shops and supermarkets.

The other sizes(10g and 20g) will be sold as a box set in shops or retailers and on websites such as Amazon, Traidcraft, the Chocolate Trading Co. and others. I will create suitable packaging design for the 10g, 20g, 50g and 100g bars.

Kente material
url: http://afroklectic.blogspot.com/2010/03/art-of-kente.html

Galaxy 120g bar

Yorkie chocolate bar

Kitkat senses poster

3.1 Thinking of designs

After researching premium and organic chocolate brands, I have some ideas for the advertising materials and packaging. The advertising designs will be both in print and digital because it can also be used for the web. The advertising prints will in different sizes: A4 letter size to billboard prints. The advertisements for the web will be smaller like the size of a web banner.

These are some of the ideas, I made for the packaging designs and advertisements:

Before moving on to the next stage, i looked at the current designs for each chocolate variety to get some inspiration and find the areas of improvements.

The current packaging designs are made in a variety of colours, i will try to use a diverse range of colours. The colourful patterns of the left side of the packaging is from the kente cloth, a material weaved from different colour threads, it is very thick and a very important part of Ghanaian traditional – if i choose to use kente designs in the packaging, i will use it less. Lindt is a well-known Swiss chocolate maker, but Swiss chocolate is displayed less on the packaging because the chocolate is made to promote the brand.

Box Sets

The 20g Akuafo bar box set

This is one of the box sets for GT Chocolate, each variety comes in a box set, especially for the 20g bars. The 50g and 100g bars are sold individually and also in a box set. This box set contains 16 to 20 bars each. I have observed that chocolate collections on a shop shelf stand facewards, so that the customer can see the front of the product and all products are designed to stand facewards. For the Uk market, i will have to redesign the packaging and the box set, so that it stays secure close as it stands up.
For the 20g and 50g box sets, I have changed the shape and size of the packaging, instead of a rectangular box set, it will be a square box set with a simple design on the packaging. There are two designs below, one for the single variety and the other for the multi-variety box set.

Design idea for the box set

This is one of the designs for the box set, i think this is more suited to the single variety box set. The rectangle shapes represents window on the front of the packaging which displays a chocolate bar. There will be 3 windows so that the customer can see what the chocolate looks like on the inside. This will also create a nice design for the front of the packaging.

An image of the original All range box set

Design idea for multi-variety box set

This is the second design for the box set, my main aim is to use this for the 7 variety box set but it could also be used for the single variety box set. The window will make the chocolate visible to the audience. There will be upto 7 windows displaying all 7 varieties of the chocolates.

Golden Tree chocolate – packaging designs
URL: http://www.export-forum.com/africa/ghana-chocolate-bars.htm

Golden Tree Multi-variety box Set
URL: http://elsbro.com/blog/2009/06/11/chocolates-from-ghana/

3.0 The next stage

This is the plan for the Re-design project

At this stage, I will plan the main section of the project:

    The colour

  • schemes for the background, fills and text
  • Imagery used on the packaging
  • Font styles and texts used for the packaging