Melipal Identity and packaging for an artisan chocolate
Melipal is Florencia Cabrera's venture: handmade chocolate sold through Instagram. I designed its brand identity, its packaging and its social media look, designed to work first on Instagram and on the box while a website of its own is on its way.
ClientFlorencia Cabrera
Year2023
Project typeBranding and packaging
ServicesVisual identity · Illustration · Packaging · Social media
01Logo concept
Calligraphy and cocoa: the Victorian, modernised.
The logo design starts from Victorian calligraphy, a style linked to fine food and high-quality products, and modernises it for a contemporary artisan chocolate. In the sketch, the letters share the same mould, the word curves like a banner and the cocoa pod completes the brand.
CalligraphyA style linked to fine food and high-quality products.
MouldThe letter stems share the same mould, which gives rhythm to the whole word.
BannerThe word curves like a banner, a classic label device.
OrnamentVictorian serifs and curves, simplified so they work at small sizes.
02Logo and illustration
A monogram for small formats and two engraving-style illustrations.
The M and the cocoa sum up the brand wherever the full logo doesn't fit. The cocoa pod and the cocoa sack, drawn like engravings, go with the packaging and the social media.
MonogramCocoa podCocoa sack
03Colour
Cocoa tones with a metallic finish, between classic and modern.
Cocoa black#211F1F RGB 33 31 31
Graphite#2B2B33 RGB 43 43 51
Cocoa#5E2B25 RGB 94 43 37
Copper#B37E75 RGB 179 126 117
Pink#B79294 RGB 183 146 148
04Packaging
Copper lines on black.
The chocolate packaging design is built on a pattern of copper lines that runs across every format, from the bar to the bonbon. The label with the logo stays fixed while the pattern shifts position on each piece: every wrapper is unique without losing the family feel, which is key for artisan packaging that gets photographed and shared on social media.
Bar
Bonbon
Stick
Bag
05The brand in motion
From mould to bar, in 26 seconds.
A vertical Instagram reel that walks through the process: the melted chocolate, the mould with the pattern and the finished bar on copper. The same language as the artisan chocolate branding, now on video.
AI-generated video
06Exploration
The pattern, on the chocolate too.
The wrapper's lines, engraved on the bars themselves: an idea for taking the brand from the paper to the product.
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