Contributed by Karen Huang, creative director at Singapore-based Manic Design.
Manic named and created the identity system for a soon-to-be-launched chocolate brand. The client wanted a brand that says “luxury” but in a conventional way, so we created a brand that celebrates little everyday luxuries.
The wordmark was modified from an existing script to look fresh, youthful and disarming. The logo, a hot-air balloon, adds a touch of whimsy. It is also a symbol of freedom; being carefree, autonomous, able to act on a whim — the ultimate luxury for most.
As it was a retail brand, it was important that we created a distinctive mark within a robust identity system that can be refreshed seasonally without being diluted. To achieve that we created a chevron pattern with four seasonal colour palettes, with plans to add more as required.