Hedonist Chocolates

For this project, I redesigned the logo of the Hedonist Artisan Chocolates brand using Adobe Illustrator. I ultimately ended up with an emblem-style logo with a woman in the center and text surrounding her in a circle. In her hair is a variety of chocolates, including chocolate bars, truffles, bark, and so forth. The chocolates were also arranged to represent a decorative crown, relating to the brand’s theme of hedonism and pleasure.

I tested different color combinations in several variations, specifically with the border and the chocolate bark. I wanted to generally limit my color palette given the fact I had intricate details in the chocolate already. Furthermore, I later made the decision to add more detail to the hair so it could contrast more with the dark border. In a similar sense, after receiving feedback from peers, I decided to opt for the light brown chocolate bark since the yellow blended too much with the background and did not resemble chocolate as much.

I also decided to go with lowercase text. It conveys a more gentle, casual, and modern mood as compared to the original logo’s all-caps. The nature of it could also help appeal to more younger audiences.

I finally opted for the bottom left logo redesign. I made slight changes in the text, curve vertices, and line thickness to create the final product.

I made “Hedonist” bolder and played around with the visual hierarchy for the text. For the back of the card, I used the chocolates present in the logo.

Drafts

To come up with my logo, I created several thumbnail sketches as well as a mind map. Many of my logo redesign sketches leaned heavily on imagery and graphics. I wanted to experiment with how I could incorporate Hedonist’s variety of chocolates and theme of “guilty pleasure” into my redesigns.