Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design

Brief

Create the identity for a high-end chocolate and Ice Lolly shop. This includes creation of packaging for chocolate, the products themselves and a responsive website.

Concept

Each product is hand crafted and unique, whether it is frozen or ambient. Marbled chocolate is the signature product in the Slab range. All of the products are made to the same ratio in order to physically represent the name Slab.

Audience

Adult chocolate and confection lovers who enjoy a good chunk of chocolate and sweet treats. The tone of voice is luxurious and minimal in order to emphasise the fact that the products are limited in production.

Research

Research conducted for Slab investigated different ways in which other luxury chocolate products have packaged goods, this was to inform and set a benchmark for what luxury is within the chocolate sector. As well as looking towards high-fashion for visual inspiration.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Research

Initially Daisy Conway was part of the collab, however due to workload she decided to prioritize her own work over the collaborative. During this time however, the brief was focused on ice-lollies and how we could make them interesting such as including letter shaped sticks or shaping them like different fruits.

It wasnt until I started the work with Grace that we made to switch to include chocolate as the focus. Although we switched, it didnt mean the ice-lollies where out. They were just an addition to the chocolate deliverables.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Development

The name Slab came from searching for the simplest and most elegant solution to providing a large piece of chocolate, it was one that made sense and explained it self with just the name: Slab. You get what it sounds like. Something big and rectangular. However we didnt want it to be cheap if quantity is part of the name, so we decided it take the more elegant route instead of a more free-going direction Daisy and I originally took. This is why the marbled chocolate became part of the look, as well as the serif display typeface.

Throughout the year, since the inception of the brief and before I was experimenting with ice lollies, originally the direction was how to make a pretty ice lolly that would be good for something like Instagram, however the direction change when we created the brand for Slab.

I had to learn how to make lollies that could withstand been dipped in chocolate, and last period of time under a continuous lighting system. This meant that

they didnt have to taste good, and was all about the superficial which really helped me out since it was less ingredients. Although the ice lollies werent the largest focus at the end of the brief, they still add a point of different to the project which doesnt subtract from concept.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Development

Chocolate bars were an idea we developed when we conceived the concept for Slab. Since Grace was going to focus on the packaging side to the project, and due to the fact I had experience with cooking chocolate already we decided it was best for me to take the mantle. The format for the bar and as well for the lollies came from the proportion we decided on which we kept the same for all the food products so we had some consistency throughout them.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Development

The challenge of creating chocolate bars was the multiple different hoops I had to jump through to been able to consistently produce a perfect chocolate bar. If heated too high, it goes caulky, you cant freeze it with liquid at the same time and you cant pre-freeze the mould like for a ice lolly.

Final Products

The art direction on this brief we placed just as big an emphasis as with the Anona Bakery, we wanted to show luxury and elegance through not just the chocolate its self its packaging, but also how well its presented and what the surrounding context the product carries with it.

We wanted to show craft, status and most of all delicious chocolate bars. We used marbleque paper from GF Smith to act as our complimentary backdrop to further reinforce the lifestyle and concept for the brand and identity of luxury.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Final Images

The Slab storefront has a minimal and elegant design in order to entice customers inside. The ice-lollies although without chocolate due to time constraints, still fit into the brand with their foiled sticks and proportioned size.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Final Images

The website uses large impact imagery to show off and celebrate the hand crafted products of Slab. Although the website doesnt function as a place to purchase the products, it does allow the user to get the full Slab experience, on their laptop or on their phone due to the responsive webpage.

Slab Brief 4 OUGD603 Adam Garbutt Leeds College of Art BA (Hons). Graphic Design Final Images