The Carob Kitchen
by Jessica Sanchez on 05/23/2013 | 3 Minute Read
"The Carob Kitchen approached us with a new product line of Carob 'chocolate'. A lot of people remember being forced to eat carob as children because it was healthier than chocolate, but no where near as delicious, mainly because it was made with cheap palm oil. We not only had to win over 'carob skeptics' tainted by these childhood experiences, but to also win over a whole new generation of little Carob eaters. The Carob Kitchen's product is high quality, and uses real real cocoa butter, so is creamy and delicious. We had already designed the Carob Kitchens current range of products, so the new designs also had to sit alongside these.
We had a lot of fun creating Banjo. A generic chocolate mould was already chosen for him (it was much, much cheaper this way) so his signature waving pose was already set. After much experimentation, we chose to illustrate Banjo in a naive style, this suited the 'naturalness' of the product (organic, naturally sweet, caffeine and gluten free).
The name Banjo is typically Australian (think Banjo Patterson) as is the product. It seemed perfect for the little guy! Hand drawn type mixes with a typeface in a hand drawn style to again re-inforce the 'naturalness' of the product. We made imagery and type big and bold, yet simple. We wanted him to be noticed, but also to create contrast between Banjo and his 'unhealthy' 'over done' competition.Bright pastel colours compliment the Carob Kitchen's signature brown and white colour palette. We printed everything Matte, again for a more natural finish. We have had a great response to Banjo.
We illustrated carob Leaves and pods and settled on a naive, line drawing style, it fits with Banjo in that it suited the 'naturalness' of the product. We chose bright pastel colours again to compliment the Carob Kitchen's signature brown and white colour palette. We printed everything Matte, again for a more natural finish. This product is a little more grown up than Banjo. The typeface and packaging is more sleek, more adult, but the illustrative element still lends a 'softness' to the final feel of the product. It is a treat after all!"