The Madelaine Chocolate Company Identity
Chocolate Company
In their 60 years of business there was little change to the Madelaine Chocolate Company logo, their corporate messaging or marketing material, yet they still managed to find their way into the majority of homes throughout North America.
As they approached their 60th anniversary in business, they decided to usher in a new era of prominence. One key request was to strengthen their brand and create a standardized logo that could be used on everything from chocolate coins and gift bags to foil-wrapped Thanksgiving turkeys and Santas.
“We didn’t want to totally change the logo.We needed to preserve the charm of the brand, but update the look and feel.”
—Joe Guzman, Senior Designer
The “M” in Madelaine played a central role in the logo development. Madelaine would often isolate the “M” and use it in patterns on much of their packaging. Therefore the aim was to make the “M” as recognizable and elegant as possible. It had to be engaging when isolated, but also blend in with the full Madelaine name.
When it came to colors, we felt that we needed something warm, luxurious and of course engaging. The color also needed to be able to work alongside almost every other shade and tint one could think of due to Madelaine’s sub-brands and seasonally produced chocolate.
“We decided on a rich purple with a lavender complement. We felt that a rich purple with lavender was fresh yet sophisticated and suited the palette of milk and dark chocolate really well.”
—Jonina Skaggs, Art Director
Services
— Logo design
— Stationery and collateral design
