Midnight Bite
Midnight Bite is a chocolate bar brand that caters to the needs of late-night snackers and individuals seeking help to fall asleep at night. Our three distinct chocolate bars are infused with unique ingredients, such as cannabis, melatonin, and mushrooms, known for their relaxation-inducing properties. Incorporating our chocolate bars into your evening routine can help you unwind and get a restful night's sleep.
Design Process
Define the Problem
Conduct Background Research
Gather Inspiration (mood boarding)
4. Develope Concept
5. Experiment & Test (color, type, layout)
6. Refine / Finalize
7. Deliver Files to Client
Research
Midnight Bite is the perfect bedtime snack targeting 20-35 males and females. This brand's primary consumer is 75% female, so keeping a feminine touch on the packaging is essential. This product helps solve the audience's issues that need help going to sleep, have a late-night sweet tooth, or someone who needs help relaxing. This brand sells digitally and in Brooklyn, New York, so most sales come from people who may live in loud cities. This also lets me know that digital and printable branding will benefit this brand's design. When gathering information, I create a word map to help me identify the first thoughts that come to my head when thinking of the name Midnight Bite. I took inspiration from mainly clean, bright, and bold designs when mood boarding.
Develop
When developing the brand, I always start with a pencil and paper, sketching my ideas before bringing anything to the computer. Once I have a direction, I look into fonts, explore color schemes, and play with the layout. When finding a font, I make sure that it is legible, compatible, and matches the tone & style of the brand. When designing the mascots for each flavor of chocolate, I wanted the design to be distinctive so the consumer could quickly locate the product. Even though each mascot is distinct to its own flavor, I focused on ensuring each design was consistent across the brand. Developing a color scheme, I chose a cool palette because these colors are associated with relaxation and set the brand apart from other chocolate bars in the industry.
Finalize
After developing my design elements (color, logo, mascots), I started working on the bar's layout. Once I brought all elements into Illustrator, I created multiple layouts of the front and back design to adequately decide what aspects were working and which were not. I decided to create a simplistic design with a central focal point of the mascots, making the consumer form a recognition of these characters. On the front of each package, inform the consumer what special ingredients are in each bar, how many grams per bite, and each flavor. I included a short blurb about each bar and midnight bite’s mission on the back of the bar. I also added the website so consumers could learn more about the brand and possibly buy more products from the website. Each bar also includes a scale on how many bites you need to help you get to the relaxation point that can be personalized each night. Once finalizing the design, I created real-life mockups to hold and mimic the overall experience someone might have with this bar in the store.
