andSons Chocolatiers by Base Design
andSons is a second generation chocolatier and retailer run by Marc and Phil Covitz, two brothers who learned everything there is to know about fine chocolate from their mother. Seeking to offer something new to the world of artisanal chocolate, driven forward by Top 10 Pastry Chef Kriss Harvey who joins the brothers, andSons thrashes out a liminal space between their traditional European heritage and the contemporary creativity of Los Angeles where they are located. With this positioning in mind andSons commissioned Base Design to create an iconic graphic identity and packaging design that would capture the spirit of innovation founded on tradition that was refined and luxurious whilst also being playful and surprising. These intentions are woven together and expressed by way of a simple but elegant logotype, bold colourful forms set against white space, and using colourful foils in conjunction with interchangeable sleeves.
Alongside graphic identity, Base Design developed the andSons name. This sets a tone of continuity and familial origins moving into the future whilst also implying legacy. This is developed visually through a logotype constructed from Klim Type Foundry’s Domain; a modern sans serif with a high stroke contrast (and caligraphic quality) set above the elegance of a hand-drawn script. It is familiar but universally communicative and immediate, functioning as a reassuring foundation for a bold multi-coloured packaging treatment.
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