Boyfriend Bar
The only comfort you need. Boyfriend Bar is a delectable embodiment of tall, dark, and handsome. These luxury chocolate bars are crafted with rich extra-dark chocolate and a variety of nutty flavors—from hazelnut to peanut to walnut—so everyone can find their perfect match. Made with the highest-quality fair-trade cocoa beans, Boyfriend Bar delivers indulgent flavor while ensuring ethically sourced ingredients in every bite.
This brand identity project explores how packaging and visual design can translate personality into a memorable product experience. The concept centers around the playful idea of chocolate as the “perfect boyfriend,” pairing indulgence with humor and charm. The visual system focuses on bold typography, rich color palettes, and clean layouts to convey both luxury and approachability. The resulting identity balances wit and sophistication.
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Brand Designer responsible for brand concept, identity design, and packaging.
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Development of a brand identity and packaging concept for Boyfriend Bar, a luxury chocolate brand built around the playful idea of chocolate as the perfect “tall, dark, and handsome” companion.
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A brand identity and packaging system including logo design, color and typography systems, and packaging concepts for a range of chocolate bar flavors.
Audience Profile
Jessica, 29
Jessica is a financially independent, career-driven professional working in finance. As a college graduate with a stable income, she values structure in her work life while maintaining a vibrant and socially active lifestyle outside of it. She prioritizes self-care, personal growth, and maintaining strong friendships over pursuing romantic relationships. Her large social circle keeps her calendar full with group dinners, fitness classes, events, and weekend outings.
Digitally savvy, Jessica is highly engaged on social media platforms, where she stays up to date with trends, discovers new experiences, and shares curated moments from her life. She is influenced by aesthetics, convenience, and social validation when making decisions.
Logo Development
The process of creating this logo was all about dissecting typography. The final logo uses variations on Bodoni to allude to the Luxurious nature of the brand. The final mark uses elements from Bodoni such as the rounded tails as “legs” for the “boyfriend” figure the mark represents.
