Cocoa Bliss – Packaging & Visual Identity

Overview

Cocoa Bliss is a Mexican-American chocolate brand bringing organic, ethically sourced cacao from southern Mexico to the U.S. market. With bold flavours and rich cultural roots, Cocoa Bliss introduces a vibrant collection of dark chocolate bars infused with Mexican-grown fruits: Guava, Coconut, and Dragon Fruit.

Objective

Create a fun, vibrant, and culturally resonant brand identity and packaging design that communicates quality, authenticity, and ethical sourcing—while appealing to both adults and children in the U.S. chocolate market.

My Role
• Brand identity designer
• Logo design
• Packaging design (3 product variants)
• Visual storytelling rooted in Mexican culture

The Design Concept

Logo Design
The Cocoa Bliss logo evokes warmth and bold flavour through expressive typography and a tropical-inspired colour palette. The word “Cocoa” is set in the typeface Chunk, using the colour Peach Fire (#FF7043), inspired by ripe peaches and chocolatey warmth. The word “Bliss” is set in California Bites, using the colour SunMango (#FFC107), which draws inspiration from ripe mango pulp and the tropical Mexican sun.

The background of the packaging and some accent elements use the deep cacao tone ChocoPace (#4E342E), a rich earthy brown inspired by raw cacao beans.

These colours—ChocoPace (#4E342E) for the base, Peach Fire (#FF7043) for the word “Cocoa”, and SunMango (#FFC107) for the word “Bliss”—were chosen to reflect the product’s natural ingredients and tropical flavour roots.

Packaging Design

Each chocolate bar features:
• Illustrated fruits to clearly represent each flavour: guava, coconut, and dragon fruit
• Organic and ethically sourced labels to communicate the brand’s values
• Cultural background patterns, inspired by traditional handcrafted symbols from southern Mexico (especially regions like Oaxaca and Chiapas, where cacao is commonly grown)
• A vibrant, colourful aesthetic, reflective of Mexico’s artisanal markets and festive design culture

The goal was to make the packaging feel joyful, premium, and culturally authentic—something that could proudly stand out on a U.S. shelf while honouring its Mexican roots.

The Process
1. Discovery & Research
I researched competitors in both the Mexican and U.S. markets, studied storytelling strategies in ethical brands, and reviewed visual elements tied to Mexican culture and cacao farming.
2. Moodboarding & Sketching
I pulled colour and visual references from Mexican fruit stands, folk art, and nature, then sketched early layout ideas combining fun and clarity.
3. Typography & Colour Selection
Playful and readable fonts were paired with a warm, fruit-inspired palette to achieve an approachable but distinct brand tone.
4. Packaging Iteration
Each fruit variant was designed with custom illustrations, balanced with clear labelling and cultural symbolism to enhance storytelling.

Results & Impact

The final packaging and visual identity helped position Cocoa Bliss as both authentic and approachable. The design speaks to a growing audience of ethically minded consumers looking for products that not only taste good but also support local farming and culture.

The playful yet thoughtful approach allows the brand to appeal to kids and adults alike—whether they’re drawn to the fun packaging or the quality ingredients.

Why It Matters

This project reflects my approach to purpose-driven design—not just creating something visually attractive, but ensuring that it aligns with the brand’s story, audience, and impact goals. Cocoa Bliss is more than just chocolate; it’s a story of origin, quality, and joy.