︎KARU CHOCOLATE NACIONAL

        Luxury Chocolate Brand

          Skills:
          Packaging, Branding, Advertising, 3D,
          Social Media, Editorial Design

The brief was to create a brand based on a rare phenomenon, that captures the sense of wonder and escapism of the phenomenon within the product or service. The rare phenomenon I have chosen is the Nacional Cacao bean which is the rarest bean in the world, with only 15 trees left. With this, I have created a luxury, limited batch chocolate brand that embodies the rarity of the bean, the country it is grown in, and the location that it originates from. The brand mission is to share the wonders of this bean with the world, capturing the spirit of its unique taste, history, and culture for the consumer. The brands other mission is to also regrow the Nacional bean population and bring it from the brink of extinction, with each batch growing bigger in relation to the amount of Nacional bean trees we have been able to grow. The brands target audience is primarily 30–40-year-olds with high incomes, with a smaller portion being 23-30 year olds with lower incomes as well. The branding is heavily inspired by the Marañón River where the beans were discovered, with the packaging and art direction representing the flowing nature of the river and the smoothness of the chocolate.