Dagoba Product Rebrand
Dagoba is an organic chocolate company that focuses on the craftsmanship of organic chocolate and the positive environmental impact. One of the projects when getting my bachelor’s was to rebrand one product of an existing brand. As of now, Dagoba has rebranded and I feel their design fits the brand. When I made this though, they haven’t updated their design and the one product that I felt needed a rebrand was their gift pack.
The design before the rebrand.
The preview for the gift package.
Even though I was only supposed to rebrand the product, the logo needed updating. For their regular products, I wanted to keep the illustration for each flavor. For the gift package though, I wanted a completely separate design that’s inspired by “celebration.” So I wanted to make a logo that could adapt to both styles. A problem with the gift package was that the flavors one will receive wasn’t apparent. Another problem was that the gift package was a bit unstable for shipment.
The old gift package wrapped.
The main inspiration was decorative design with natural elements. I wanted it to feel like something from an expensive chocolate factory, since the chocolate being organic and Rainforest Alliance Certified made it pricier. I wanted to keep the colors natural to their original flavor, but have it look creamier. I thought a vague flower design with the logo would merge the two designs for the two products. The chocolate bars would be in a box with a clear window to show off the design and topped with a bow.
Rough sketches
Logo
The final design reflected what I wanted to do. I liked the diamond shaped pattern in one of the photos in the moodboard so I incorporated that. I did want it to go back to nature though so I added the flower from the logo into the pattern. I simplified the logo from my sketches to make it merge with two designs better. The one negative I did not know until I gained experience was that I should’ve added the Rainforest Alliance Certified icon since I have learned with experience that if you gained a certification, it’s a selling point and should be incorporated in the design.
Final Product
As much as I like the design, I felt the box itself wasn’t a great decision, which is why I didn’t include it until the last image. Back then, I didn’t understand environmentalism as well as I do now, especially environmentalism in packaging. Adding a box, the wrapping from the candy, and a bow is too much packaging, especially for a environmentally friendly company. I would remove the box and instead wrap it in special, environmentally-friendly wrapping paper.