Disrupting sweetness with David Pallás
The world of chocolate is more competitive than you might think. To deliver the sweetest and most delicious pieces chocolatiers need to work hard to distinguish themselves. David was no exception. When branding his workshops on different media, the goal was to run away from the traditional chocolate chef aesthetics into much more fun and engaging approach.
Even though he was well established as a professional artisan, already collaborating with other brands like Lindt or National TV stations, David’s need was for growth both on the b2b market as well as for the general public with future products. To consolidate that position with a visual identity flexible enough to accommodate a wide range of products and activities as well as social media presence and distinguish itself on its own. A brand that could help him grow from the artisan to a chocolate business entity.
Finding the right audience
Most of the advertisement efforts were focused on Instagram since not only chocolate would shine better but also his followers would feel more comfortable sharing their experiences and creations on his workshops under the hashtag #ilovechocolate or #davidpallas.
In an effort to run away from the classic collective imagination about chocolate and follow the tone initiated by the broken typographic trademark. the graphic discourse wanted to focus on the delight of the senses in a fun way.