Design Brief: Step One of Ecru

Step One:

Select a Product:
–  Chocolate

Brainstorming Names:

  • Soften
  • Bister
  •  Ecru
  • Tawny
  •  Cafè au lait
  •   Russet
  •   Chocolat de lait
  •  Confiserie (sweet in French)
  • Sucré
  •  Des fêves de cacao (cocoa beans)
  •  De la vanilla
  • Brun foncé
  • Decided Name: Ecru noticeable

How the Product will be sold:

  • This product will be sold in Starbucks. Different types of chocolate will be sold in small boxes in front of the counter in different Starbucks locations in Canada and America. Dark chocolate with or without nuts, milk chocolate with or without nuts, along with white chocolate with or without nuts will be available for Starbucks customers to eat chocolate with their coffee. This chocolate that will be sold will be made from more expensive products therefore making it a little more expensive than regular chocolate. This type of chocolate will be called Couverturechocolate. This type of chocolate is usually made by professional bakers and confectioners, which distinguishes this chocolate to other chocolates in the market. The ingredients to make this chocolate meet exquisite standards.  This product will contain a minimum of 15% cocoa butter along with a high percentage of chocolate liquor, making chocolate very smooth and melt in ones mouth. This chocolate will be made with fair trade organic products to be healthier for the customers.

Features of my Product:

  • The beneficial features of this product is that this is going to be couverture chocolates with 15% cocoa butter, which will make it taste better than other chocolate sold in the industry. The ingredients used for this will be made from organic products. This company will also be established into a fair trade company, like Starbucks. Even though I am selling a product, I am also supporting families who need money to support themselves and their families. By making this chocolate a fair trade product, the customers who are buying this chocolate are supporting families who are underpaid by other chocolate companies and getting something good in return so they feel good while they are eating their chocolate.
  • The function of this packaging is to attract customers into buying this product along with protecting the chocolate from damage. This will protect the product from the temperature and weather. Although this packaging will be from cardboard, and will still have the chocolate melt under the hot sun, the packaging creates shade for the chocolate so it doesn’t melt as easily. It will be better to make the packaging from paper instead of clear plastic because if I chose to put the chocolate in clear plastic packaging, then the chocolate will melt faster. It will have the greenhouse effect, much similar to how sun rays are trapped in greenhouses for plants to live in, which is beneficial for plants in greenhouses but not my chocolate. The packaging cannot be black either because I do not want to absorb the sun’s heat because then again, the chocolate would melt faster.  Additionally, the materials needed to make the packaging will have to be made from products that will not contaminate, damage, or harm the environment in any way because garbage could end up on the floor and harm our environment. The packaging should make the chocolate easier to transport from place to place or from store to store so it can be held, lifted, moved, and set down easily in bulk sizes for different Starbucks locations to sell. A small fair trade logo in the corner of the packaging can inform the customers that these products are from fair trade so they feel good about helping others while they are enjoying their chocolate.
  • The model for my product is Ecru and my target audience are teenagers and adults who drink coffee at Starbucks. My message for this packaging is, “Discover and reward yourself by indulging yourself into the goodness of excellence in our smooth chocolate confections from the finest of cocoa beans. “  The medium used for this packaging will be card board. The logo, letters, and colors will be printed on the cardboard in ink that can be mass produced.
  • Key descriptive words: smooth, sugary, excellent, rewarding, beautiful, unique, fine, creamy, intense, premium, and exquisite.
  • Take a bite of Ecru and explore the exquisite world of premium excellence.