Five Senses Chocolate - Visual Identity System

1. Color Palette

Primary Colors

HERITAGE GOLD

Hex: #D4AF37

Pantone: 871 C (Metallic Gold)

Use: Logo, primary brand accent, packaging highlights, premium touchpoints

Represents: Luxury, value, African sunshine, excellence

COCOA BROWN

Hex: #3D2817

Pantone: 476 C

Use: Primary text, packaging base, grounding element

Represents: Chocolate, earth, richness, depth

IVORY COAST CREAM

Hex: #F5F1E8

Pantone: 9183 C

Use: Backgrounds, packaging interiors, breathing room

Represents: Vanilla, purity, Madagascar, elegance

Secondary Colors

SAHARA TERRACOTTA

Hex: #C65D3B

Pantone: 7586 C

Use: Secondary accents, warmth, call-to-action elements

Represents: African earth, clay, warmth, authenticity

FOREST CANOPY

Hex: #2C5F4F

Pantone: 3305 C

Use: Fresh accents, balance, organic elements

Represents: Growth, life, the continent's lushness, sustainability

MADAGASCAR VANILLA

Hex: #E8D5B7

Pantone: 468 C

Use: Soft highlights, luxury details

Represents: Vanilla bean, natural luxury, softness

Color Strategy: Warm, earthy, luxurious without being cold. Every color tells part of the African sourcing story while maintaining premium positioning. Gold is the hero, brown grounds us, cream gives breathing room.

2. Typography System

Display/Headers - PRIMARY RECOMMENDATION

Canela

Elegant, contemporary serif with warmth. Feels luxurious but not stuffy. Works beautifully at large sizes. Has personality without being decorative.

Usage: Main headlines, product names, campaign titles, packaging primary text

Alternative: Freight Big Pro, Ivy Mode

Body Copy - PRIMARY RECOMMENDATION

Brandon Grotesque

Clean, modern sans-serif. Highly readable. Sophisticated but approachable. Pairs beautifully with Canela. Perfect for website body text, social media captions, product descriptions, and ingredient lists.

Alternative: Proxima Nova, Avenir Next

Accent/Special Moments - RECOMMENDATION

Orpheus Pro (Italic)

Sophisticated script for special touches. Used sparingly. Personal, handwritten feel (connects to Massarah). For signature, special messages, "Curated by Massarah Rajeb"

Alternative: Burgess, Philosophy

Typography Hierarchy Example:

FIVE SENSES CHOCOLATE (Canela Bold, 48pt, Heritage Gold)
An Immersive Sensory Journey (Brandon Grotesque Light, 18pt, Cocoa Brown)
Curated by Massarah Rajeb (Orpheus Italic, 14pt, Charcoal)

3. Photography & Imagery Style

Visual Direction: "Luxurious Realism"

Mood:

Warm, golden-hour lighting
Rich saturation, never flat
Tactile, you can almost taste/touch
Intimate close-ups mixed with sweeping landscapes
Human hands (crafting, holding, gifting)
Never sterile or clinical

Subject Matter Categories

1. Origin Stories

Cocoa pods on trees (Ivory Coast)
Vanilla beans drying (Madagascar)
Farmers' hands with produce
African landscapes at golden hour
Texture of cocoa beans, tree bark

2. Craft & Creation

Chocolate tempering (close-ups)
Hands piping, decorating
Individual chocolates being packaged
The workshop/atelier atmosphere
Tools of the trade

3. Experience & Lifestyle

Unboxing moments (fingers lifting lid)
Chocolates arranged artfully
Gifting scenarios (corporate, personal)
People savoring chocolate (reactions, not posed)
Luxury settings (but not ostentatious)

4. Massarah's Journey

Massarah in origin locations
Meeting with farmers/suppliers
Massarah tasting, crafting
Her hands, her vision
Authentic documentary-style

Technical Specifications

Natural light preferred (warm, soft)
Depth of field: shallow for focus on details
Color grading: warm tones, enhanced golds and browns
Minimal props, maximum texture
Never over-styled or fake

NO:

Stock photo vibes
Overly posed models
Cold, clinical product shots
Generic "chocolate drizzle" clichés
White backgrounds (unless strategic negative space)

4. Packaging Design Direction

Outer Box (The R800 Collection)

Element	Specification
Structure	Rigid box (premium feel, not flimsy) Magnetic closure or ribbon-wrapped Size: Approx 20cm x 15cm x 5cm (fits ~12-16 pieces)
Materials	Matte laminated cardboard (tactile, not glossy) Textured finish (subtle linen or soft-touch coating) Sustainable/recyclable materials where possible
Design	Base color: Deep Cocoa Brown or Ivory Coast Cream Tree logo: Embossed or gold foil stamp (front center) "FIVE SENSES CHOCOLATE" in Canela (gold foil or embossed) Subtle pattern: Faint topographic lines of Africa or root system pattern
Tactile Elements	Embossing on logo/lettering Soft-touch matte coating Possibly a belly band with Massarah's signature Ribbon in Heritage Gold or Sahara Terracotta

Individual Chocolate Wrappers

Purpose: Protect each piece, add luxury, extend the experience

Options:

Premium foil wraps (gold, bronze, copper variations by flavor)
Translucent glassine with gold sticker seal
Individual paper sleeves with flavor name + ingredient illustration

Each wrapper includes:

Five Senses logo (small)
Flavor name
Key ingredient highlight
Possibly QR code linking to origin story

Gift Presentation Add-ons

Optional greeting card (for corporate gifting)
Tissue paper in Ivory Coast Cream
Gold sticker seal if gifting
Possibly a small booklet: "The Five Senses Journey" explaining each chocolate, Massarah's story, tasting notes

5. Brand Patterns & Textures

Pattern Library

1. ROOT SYSTEM (Primary Brand Pattern)

Stylized version of the tree roots from logo. Organic, flowing lines.

Use: Packaging interiors, website backgrounds, social templates

Colors: Gold on brown, or brown on cream

2. AFRICAN TOPOGRAPHY

Subtle contour lines inspired by African landscapes. Modern, abstract.

Use: Secondary pattern for variety

Application: Tone-on-tone applications

3. COCOA POD ILLUSTRATIONS

Hand-drawn botanical illustrations. Elegant line art.

Use: Packaging details, educational content, flavor descriptions

Style: Heritage Gold linework

4. GEOMETRIC TRIBAL FUSION

Subtle geometric patterns inspired by African textiles. Modern interpretation (not literal/appropriative).

Use: Accent pattern, limited applications

Note: Must feel elevated, not costumey

Texture Applications

Physical Textures:

Linen/canvas finish on packaging
Soft-touch matte coatings
Natural paper stocks
Gold foil (sparingly, for impact)

Visual Textures:

Organic grain overlays
Subtle paper textures in digital
Cocoa powder dust effects
Natural material photography (wood, stone, clay)

6. Social Media Visual Style

Instagram Grid Strategy

Content Pillars (Visual Style):

Pillar	Percentage	Description
Product Beauty Shots	40%	Chocolates on natural materials (slate, wood, marble). Warm lighting, rich colors. Close-ups showing detail and texture. Consistent backgrounds: Cocoa Brown, Ivory Cream, natural stone
Origin Stories	25%	African landscapes, farmers, ingredients at source. Documentary-style photography. Educational carousel posts
Lifestyle & Moments	20%	Gifting scenarios, corporate settings (elegant offices), unboxing experiences, people enjoying (hands, reactions)
Massarah's Voice	10%	Founder content, behind-the-scenes, personal journey moments, video snippets of her talking about ingredients
Quotes & Brand Story	5%	Text-based graphics, Heritage Gold typography on Cocoa Brown. Values, mission, snippets of brand story

Grid Aesthetic

Cohesive warm color palette throughout
Mix of close-ups and wider shots
Never more than 2 similar photos in a row
Alternating dark and light backgrounds for rhythm

Template Designs

Consistent borders/frames in Heritage Gold (subtle)
Logo watermark (small, bottom corner)
Branded Stories templates
Carousel post templates for education

Video/Reels Style

Cinematic, slow motion
Focus on texture: chocolate snapping, being piped, ganache flowing
Warm color grading
Ambient sound (ASMR-friendly)
Subtitles in Brandon Grotesque
15-30 second segments

7. Brand Graphic Elements

Supporting Visual Elements

Gold Accent Lines

Thin Heritage Gold lines as dividers. Use in layouts, packaging, digital. Clean, elegant separators.

Circle Motif

Echoes the circular logo. Use for framing images, callouts. Gold outline or filled.

Tree/Root Elements

Extracted from logo as standalone graphics. Use for decorative purposes. Connects all touchpoints to core identity.

Hand-Drawn Ingredient Illustrations

Cocoa pods, vanilla beans, African botanicals. Line art style in Heritage Gold. Educational and decorative.

Visual Identity Summary

The Five Senses Chocolate visual identity is:

✅ Warm & Luxurious - Heritage Gold, rich browns, natural creams
✅ Tactile & Sensory - Texture, depth, tangible quality
✅ Authentically African - Patterns, colors, and imagery rooted in the continent
✅ Elegant & Modern - Contemporary typography, clean layouts
✅ Story-Driven - Every element connects to origin, craft, or founder
✅ Premium but Approachable - Luxurious without being cold or intimidating

Design Principle:

"If you can't feel it, taste it, or connect with it emotionally—it doesn't belong in the Five Senses world."