vertical chocolate process book spread

VIEUX CARRÉ
CHOCOLATIERS
A process book by Erin Reily
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THE ASSIGNMENT:
CHOCOLATE PACKAGING SERIES
OBJECTIVE:
Using type, imagery, photography, illustration or a combination of these, packaging designers can
create a range of designs that stand out on the shelf. Such design pieces should consider current
or future market trends and should exude quality, inventiveness and style. A product with its own
distinctive character and available in a large scale is the humble chocolate bar. These products offer a
delicious experience- maybe with nuts, fruit, or additional flavors, need the addition of personality.
ASSIGNMENT:
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Create packaging for a range of chocolate bars.
The design system should include a combination
of imagery (photography or illustration) and
typography (expressed through a brand and name
of your creation). The design should express an
attitude: humorous, eclectic, artisanal, etc.; all of
the visual elements should support this approach.
Consider cultural and historical references,
varied use of typestyles and faces, a distinctive
illustration approach, or a specific photographic
style. The resulting design should have authenticity,
be targeted packaged and aimed at an appropriate
consumer group. The brand name should provide
a unique identity for the product, be memorable
and easy to pronounce. You may choose to
emphasize quality, taste/flavor, or distinctive
ingredients–but the product must appear to the
consumer to be utterly delicious.
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IDEATION:
INITIAL CONCEPT IDEAS

naturally, my first step always is to ask,
"HOW CAN I RELATE THIS
TO NEW ORLEANS?"
INSPIRATION #1:
The different kinds of
people you see during
Mardi Gras
INSPIRATION #2:
Various neighborhoods
throughout the city
representing different
personalities
INSPIRATION #3:
Turning traditional
New Orleans foods
(particularly desserts)
into flavors
I began illustrating random things
that came to mind in association
with New Orleans, hoping that
something would lead me in a
particular direction. It was when I
began placing my magnolia artwork
onto a potential chocolate bar
packaging that I realized there was
a massive opportunity for hand
lettering to play a role in my artwork.
This led me to begin experimenting
with hand lettering to see what I was
capable of producing.
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| Ideation Ideation |
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REDIRECTION:
PURSUING A NEW BRAND IDENTITY

Work by Jessica Hische
8 | Calligraphic Inspiration Calligraphic Inspiration |
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“tight” by Jessica Hische
10 | Calligraphic Inspiration Calligraphic Inspiration |
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I started with the King Cake flavor, whose hand lettering I was particularly excited about. Playing
around with different sizes, I used the “K” to create a pattern and come up with various layouts,
but decided that I wanted to pursue something a bit more sophisticated instead. Turning away
from the bright colors, I went for a completely new design that incorporated a window. Darker
colors are often associated with higher-end brands, so I chose to go in this direction.
12 | Redirection Redirection |
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I decided to pursue a more upscale route, inspired by the historical nature and traditions of
the city of New Orleans. I looked at luxury chocolate packaging as well as gold foil embellished
invitations and print media. The sophisticated, high-end aesthetic became what I strived to
embody with my packaging. Calligraphic lettering became the focal point of my designs.
14 | Mood Board Mood Board |
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EXECUTION:
FINAL SOLUTION

My main inspiration actually primarily came from this Don Quixote deck of cards. I
loved the beautiful gold foil and the detail in the design. After looking at the piece for
quite some time, I finally realized that the frame shape on the front of the box would
work wonderfully as a window for my chocolate bar packaging. Immediately I pulled
this shape and began to make various iterations from this initial design.
Playing around with gold foil embellishments, I chose a design that complemented the double
stroke of the window allowing customers to see the chocolate inside. Packaging was kept a darker
color to enhance the luxuriousness of the product.
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| The Winning Concept The Winning Concept |
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20 | Additional Flavors Additional Flavors |
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The chocolate bars would
measure approximately 4 x 6.5
x 0.4 inches
A dieline of the full
product packaging.
22 | Product Specifications Product Specifications |
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VIEUX CARRÉ CHOCOLATIERS:
A BRAND IDENTITY
COMPANY IDENTITY:
Chocolate is so much more than just a sweet snack. It’s an experience.
That’s why Vieux Carré Chocolatiers puts so much care and attention into its many gourmet, gluten-free
artisan creations. From the moment you open one of our exquisitely packaged indulgences, down to
the very last bite, every second is meant to be savored and remembered.
Of course, there are many different treats that can be made with this beloved ingredient, and everyone
has their own favorite. At Vieux Carré Chocolatiers, we aim to satisfy every craving. We offer a wide variety
of mouthwatering options, each carefully perfected by our Executive Chef Tariq Hanna, who has been
recognized as one of the nation’s top 10 pasty chefs.
POSITIONING:
Vieux Carré Chocolatiers would be sold in local boutique and gift stores around the city as specialty
chocolate bars or as gifts. One could either give these to a fellow New Orleanian, send them to a
friend away from home, or bring them back as a souvenier if just visiting. Each bar would be priced at
$6.99 each but would also be sold together as a gift set for $30.
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