Arielle Rosier
Design & Marketing
Sombra De Cacao
Sombra de Cacao is a project initiated by the University of South Florida’s College of Public Health students. It is a co-branded dark chocolate bar between Buena Fe and University of South Florida’s College of Public Health.
The project will help raise funds for the College of Public Health and invest in health-related initiatives in Latin America that aid families and the local communities.
As a content creator for the Sombra de Cacao, my role in this project was to aid in package re-designs, create social media content, and contributed to the creation of Sombra De Cacao official brand book under the existing USF brand guidelines. Below, you will see packaging, social media content, and the final brand book that was used in the communication plan presented to the client.
Packaging
A major element in the marketing campaign for Sombra De Cacao was redesigning the packaging for the chocolate bar which would be introduced to the USF campus during the “ground” phase of the campaign. Retail boxes were to be used in USF bookstore, USF food court convenience stands and eventually on the shelves of the Publix located on the campus grounds. I created and designed 2D models of retail boxes for the Sombra de Cacao chocolate bars to sit inside.I also conceptualized an interior wrapper design to include the story of the product in the wrapper.
Original Packaging Assets
2D Retail Box Designs
Interior Wrapper Mockup
Initial Interior Wrapper Concept
Final Interior Wrapper Design
Teaser Posts
Part of the scope of work for the Sombra de Cacao client was to create a communications plan to launch a new USF branded chocolate bar in the digital space. At the time the client had no brand recognition,
or product placement.
To initiate brand awareness, I create teaser gifs. that would announce the dark chocolate bar's arrival to USF. The client could then use the gifs. on their socials to promote the brand's launch.
Our target audience was primarily USF students, faculty, and alumni.
GIF Concepts
"Special Equation"
This gif is to introduce the two entities that are in partnership to introduce the Sombra De Cacao chocolate bars to USF in a fun and playful way.
"Coming Soon"
This gif. is introducing the produt by revealing a part of the Sombra De Cocao logo and showcase the chocolate bar and inform our auidence that the product would be public at USF soon.
"Empty Wrapper" Teaser Post & Storyboard
This gif. is a simplified version of a video idea where a student would grab a Sombra De Caco chocolate bar off a desk, eat the bar off screen then return an empty wrapper to the desk. Meant to show how delicious the chocolate is and hint at a new treat for students.
Poster & Thank You Cards
For the "ground" launch of Sombra de Cacao the client wanted our team to provide print materials to aid in brand awareness. Our creative department came up with the idea to make posters to place around campus along with thank you cards that could be inserted into chocolate boxes that are ordered online.
Our target audience was primarily USF students and the general public.
Below are designs I presented to my creative director:
Thank you Card Inserts
Poster Concept
Sombra De Cacao Brand Book
Click on image to see the full brand book. Use the arrows to view the sections I wrote copy for.