Lumi Chocolate

Grassroots · Perspective · Sincere

Unilever has recently identified a gap in the market targeting consumers that actively prefer to buy locally made and produced products. In response, Unilever will be working closely with local producers globally to launch 'MADE LOCAL; range of new products that are sourced and produced in their local community. These products will be launched with packaging to help introduce the brand to consumers. Unilever has had extensive market research completed to target specific audience and brand value insights for each product. To support this targeted approach, Unilever would like individualized branding, visual elements and a tone of voice created that will speak to the specified demographic.

Lifelong chocolate connoiseur and chemical engineer Afet wanted to create a healthier chocolate that was dairy free. The result was a high quality chocolate bar that was sustainably sourced and grown and made from all-natural ingredients. Indulge, without the repercussions.

BRAND IDENTITY | PACKAGING | BRANDING

We’ve crafted our premium 70% dark chocolate using only the best ingredients straight from the earth: organic cacao, organic cacao butter, and organic unrefined coconut sugar. No refined sugars or odd additives—just simple, clean ingredients you can trust. Our bars are vegan, gluten-free, and paleo-friendly, made with 100% organic goodness for a rich, pure flavor that’s as real as it gets.

Visual Inspiration

Reading the story about how a Chemical Engineer named Afet created a dark chocolate keeping the sweet taste while losing the milk and artificial ingredients, I thought of stripping down to the basics. How basic? Cellular Structure basic, the base of all things, animal or human and our foods. Inspired by how she went back to the production process and reinvented the chocolate, I went back to the chocolate production process and made a mind map that lead to fermentation, change, morphing, metamorphism and then ended up with cells, bioluminescence, bubbling in water, changing water and organic shapes. When creating moodboards, I was able to find an idea that combined all of these: a gradient of colors to show how cells have no single color, a color palette that is inspired by a glowing luminescent image of sunlight on water to get the colors necessary to create organic morphed bubbles that shine and refract light.

For the typeface, I chose a thick face to use for display with fluid thin lines detailing other parts of the letter adding a fluidity to the structured letters, then I changed the oval on the i into a leaf shape to show how cells morph and change constantly and is not just a circle.

Homepage

For legibility on the digital screens, I introduced a white background color for the highest contrast of black text on white or dark gray on white. This is in consideration for the ease of reading on digital and smaller screens.

Tree to Table

Because the target market is people who want to buy locally sourced products, I imagine they also want to know how the ingredients come together to become chocolate. In this subpage, I introduce Tree to Table, how does the cocoa from a tree end up in your hands at the store? This page details all of that and more to keep viewers informed and able to keep to their sustainable decisions.

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