For my Collaborative Design Course, I was put into a group with other students from the Interior and Industrial Design Major to repackage the Anthony Thomas Chocolates Company. We created a new line for them, rebranding their current logo to be more modern and luxurious. Our product line, Vital Luxe, is chocolate spoons filled with nutrients for different needs, such as energy, sleep, or immunity.
Our product, Vital Luxe, takes Anthony Thomas to a high-end luxury chocolate brand.
Targeting wellness-focused millennials and Gen Z professionals—typically aged 25–40—who prioritize clean ingredients, gut health, mental clarity, and enjoy luxury experiences. The product elevates chocolate with adaptogens, superfoods, and probiotics.
The 'Branding for Good' Story is found on the back of the product. Focused on ethically sourced ingredients, and packaging that does not contribute to manmade waste by using recyclable materials.
The Logo Ideation uses a monogram style but also experiments with the old look for Anthony Thomas.
The updated logo for their new product.
The pattern derived from the logo being used on the packaging.
The new vision for the brand and a small brand moodboard.
