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Art directionEcuador Chocolate Project

Art direction for a new chocolate brand entering the market. We built its visual identity, an image world built with AI and retouching, and the way it speaks, so the brand launched with a look and tone of its own.

Woman in red glasses holding the Beauty bar Woman in red glasses holding the Energy bar Woman in red glasses holding the Calm bar
Fig. 01 One character, three moods: Beauty, Energy, Calm.

The brief

Introduce a new chocolate brand on social media, starting in the first quarter of 2024.

The brand needed a way into a market that already had plenty of chocolate. The goal was to find a visual and conceptual difference: use humor, and even the absurd, to spark interest while staying true to the brand's values.

All of it through an avant-garde look that feels nostalgic but still current.

Must-haves  Premium quality, the ingredients of each bar and the brand's personality.

The idea

In the mood for… ChocolateBeautyCalmEnergy

"In the Mood For…" invites people to pick their chocolate by how they feel. Each bar becomes a mood, and the line stretches to any flavor, launch or season.

Keywords

  • Irony
  • Fun
  • Premium

Teaser

Before the launch, a little impatience.

The teaser posts played with waiting, cravings and small emergencies, with headlines that sound like inside jokes. The images mix AI generation, real photography and a lot of Photoshop. When we started, AI was far less advanced than it is now, so much of the craft happened in retouching. Everything was art-directed to one palette: warm browns, vintage sets and a touch of the absurd.

Hand holding a chocolate bar inside a letter E Hands passing a chocolate bar inside a letter C Hands sharing chocolate inside a letter P
Fig. 02 E · C · P. The opening grid on Instagram.
Five more minutes won't do any harm
Fig. 03 Five more minutes won't do any harm.
The zen in waiting
Fig. 04 The zen in waiting.
Chill the d*ck down
Fig. 05 Chill the d*ck down!
Eeny, meeny, miny, moe
Fig. 06 Eeny, meeny, miny, moe.
Hourglass with chocolate sand
Fig. 07 Time is relative.
Man covered in melted chocolate
Fig. 08 Don't let it melt.
Lips covered in chocolate
Fig. 09 Impatiently patient.
Hands passing a wrapped gift of chocolate
Fig. 10 Chocolate is the answer.

Carousel

The stars have spoken.

A tarot reading where each card is a mood. Swipe to find yours: Calm, Beauty or Energy.

Tarot table: the stars have spoken
Fig. 11 Cover
Calm tarot card
Fig. 12 Calm
Beauty tarot card
Fig. 13 Beauty
Energy tarot card
Fig. 14 Energy

Farm to bar

Every ingredient gets its own room.

For the 70% bars, each flavor became a whole set dressed in its ingredient: orange peel, coffee, spearmint and bee pollen.

Orange peel room
Fig. 15 Orange peel
Coffee room
Fig. 16 Coffee
Spearmint room
Fig. 17 Spearmint
Bee pollen room
Fig. 18 Bee pollen
Break glass in case of emergency
Fig. 19 In case of emergency.
Calm bar on a wooden table
Fig. 20 Calm
Hand reaching for bite-size chocolate pieces
Fig. 21 Bite-size needs.
All work
Sofía Andrade, 2026 Behance ↗   LinkedIn ↗ soandradet@gmail.com