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Theo Chocolate Culinary Guide

 
 
 
 
 
 
 
 
 
 
 
 
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Theo Chocolate Culinary Guide

 

CLIENT:

Theo Chocolate

MY ROLE:

Design

NUTSHELL: 🐿️

Designed a print and digital catalog for the Theo Chocolate Culinary Program.

 
 

THE PROJECT:

Theo Chocolate is a Seattle-based national fair trade and organic chocolate brand. They offer a culinary program to sell bulk chocolate, cocoa powder, chocolate sauce and other bulk baking goods to companies who use chocolate in their products. I was tasked with designing a catalog that would introduce the program and showcase the offerings.

 
 
 
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GOALS:

Build an informative and functional guide that conveys all necessary information about the program in an accessible way.

Design the guide so that it works in both print and digital formats.

Create something beautiful and delicious that will inspire people to get excited about working with Theo's culinary offerings.

 

STYLE GUIDE:

Using the Theo brand typeface and colors, I built a consistent visual style for the guide. I created custom icons to add personality and break up the information in a visually interesting way. I used minimally styled photography in a limited color palette of warm browns and whites to complement the information and keep the overall aesthetic consistent and on brand.

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LAYOUT AND COMPOSITION:

After analyzing the content I needed to include, I came up with two page layouts that would work for all of the product pages, which allowed for consistency with variety. I also added some interest with unique layouts for the additional pages (about, table of contents, etc.)

 
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THE FINAL PIECE:

Initially, the content team had planned for the copy for this guide to be largely in paragraph form. After discussing it with them, we decided that describing the way the chocolate tastes and works in baking would be less effective than showing it. With this direction in mind, I designed the guide to feature really beautiful textural and product imagery and minimize text by highlighting the tasting notes with stylized flavor cue icons. All of the original information is there, but displayed in a concise and elegant way, allowing the viewer to be inspired and excited about working with Theo chocolate.

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