Dark Elixir is an Organic Dark Chocolate brand. My teammate and I worked on a Designing and Branding. Before conceiving a Dark Elixir brand. We researched these components:
Which segment of consumers prefers Dark organic chocolates?
How many brands exist to date?
What ingredient is essential to highlight the brand’s identity?
Which personality will be suitable for the brand to connect with the customers?
Since our specialty is Organic Dark Chocolates made from organically grown Cacaos, we thought the leaf symbols related to Cacaos might help a lot. We gave our brand’s logo color preference as gold, copper-gold, and bronze. We wanted our brand’s color to represent the personality of reliability, comfort, luxury, and elegance.
The main idea behind creating Organic Dark Chocolate was the average Indian consumer who did not and still does not recognize the distinction between chocolate cravings and sugar cravings. When they crave sugar, they consume chocolates. Packaging a bar of chocolate to make it look and feel like a luxury product is not enough, even though that has been the usual trend. Consumers continue to change their perception of price/ packaging and other aspects like ingredients, origin, process, sustainability, inclusiveness, farmer welfare, etc. Chocolate does not matter, and we intend to change that perception.
So, why cacaos and not cocoas? Well, most people get perplexed between Cacaos and Cocoas. They think that it is correlated somehow. However, It is a myth. Cacaos are rich in antioxidants and have a lot of health benefits – Controlling blood sugar levels, Preventing heart disease, etc.
