Key Visual for Single Origin Premium Chocolate Campaign
Lead Graphic Designer (in-house)
role
A Moscow-based confectionery factory aimed to create a scalable key visual for the advertising campaign of Single Origin, a chocolate line made from single-origin cocoa beans
client
Initial challenges
New market entry
Single-origin chocolate is a new concept, similar to specialty coffee, and the audience is not yet familiar with its culture of consumption
Absence of a strong creative direction
It was essential to communicate a clear and simple message about the benefits of single-origin chocolate and to unify the variety of flavors under one cohesive concept
A product with a sophisticated flavor profile
Depending on the region of origin, the chocolate reveals different flavor notes — much like fine wine (fruity, berry, or nutty undertones)
We visualized the chocolate’s flavors through food photography by incorporating ingredients into the frame that reflect its aroma. This approach helps trigger taste associations for the viewer
I selected the production team, prepared the technical brief, and supervised the shooting process
Together with the advertising agency Ailove, we produced a promotional video for online and TV distribution
Backstage of the shoot(5)
2020-08-27 13-35-21.HEIC
© 2020
2020-08-27 13-35-21.HEIC
© 2020
Backstage of the shoot(4)
2020-08-27 13-35-21.HEIC
© 2020
2020-08-27 13-35-21.HEIC
© 2020
Backstage of the shoot(3)
2020-08-27 13-35-21.HEIC
© 2020
2020-08-27 13-35-21.HEIC
© 2020
Backstage of the shoot(2)
2020-08-27 13-35-21.HEIC
© 2020
2020-08-27 13-35-21.HEIC
© 2020
Backstage of the shoot(1)
2020-08-27 13-35-21.HEIC
© 2020
2020-08-27 13-35-21.HEIC
© 2020
We unified the variety of flavors under one clear concept, making the product both easy to understand and appealing to the audience
photo
video
video
2020
Stepansky Productions
Ailove Digital
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