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MY WORK
Esther Price: A Legacy (Re)Brand
Esther Price Chocolates needs to expand its audience while maintaining its current customer base. My team decided to intentionally reinvent the Esther Price brand to capture exactly who they are and position them as an essential legacy brand.
DESIGN PROCESS
Let's take a look at how we got here.
This client challenge was difficult as we were on the clock. We were given three weeks to identify an issue, creatively solve that issue, and sell that issue to the client. My team worked tirelessly in those three weeks, traveling in January to San Fransisco in search of analogous inspiration.
After understanding that their current market is dwindling, we chose to focus our ideation on how the brand might resonate with a new customer in a younger demographic while still appealing to their current market made up of loyal fans. With an incredible amount of research and thought behind how we might do this, we found support in repositioning Esther Price, through rebranding, as a legacy brand, representing its robust history and looking to the future as we approach the chocolate company's 100th birthday.
Below, you will find the updated branding recommendations we've created based on user personas for their current and new audiences and the reasoning behind these decisions, just as we presented them to Esther Price.
COLOR PALETTE
This color palette is incredibly reminiscent of Esther Price's current brand. The colors are even labeled with relevant notes, capturing the unique elements of the brand. The Chocolate color is truly derived from a piece of their dark chocolate. The Ribbon color is pulled from inspiration we used when developing a new prototyped ribbon for their iconic box. The Opera Cream color is representative of the filling used in most of their chocolates.
The four brown-gold colors to the right are the keyframes of the gradient we used to represent their gold box. Each has been used in its own way and reflects the ingredients used in their chocolates.
Overall, this palette is a significant nod to their current branding with intentional updates that continue to represent them.
TYPEFACES
The updated typefaces we curated for the Esther Price rebrand are multi-functional, unique, and entirely representative of the brand we were searching for. We wanted Esther Price to feel comfortable, powerful, historical, and personal.
Tiempos Fine is a typeface that embodies legacy. This sharp, sleek, reserved font is the perfect introduction to Esther Price.
Avenir Next is a typeface that signals a shift towards simplicity, focusing on the things that make Esther Price unique. This font has many options, allowing flexibility to flow within the brand. Avenir Next is the elegant addition to Tiempos Fine that is representative of the intertwining relationship between their current audience and their new audience.
BRANDMARKS & BREAKDOWN
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BRAND ASSETS
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Each asset we created is a specific, authentic example of Esther Price. From the historic red ribbon used with all of their box packaging to the chocolates in each box, these symbols represent the brand's history and were specifically chosen because of their unique contributions.
Most importantly and most uniquely, there is a tie to Esther Price herself as our team was able to sample her husband, Ralph's, handwriting in a love letter sent to her early in their relationship. The top left element, while not meaningful to anyone purchasing, unless they knew Ralph, is a significant nod to the founder's past and an element that makes this rebrand just a little more special.
BRAND PATTERN
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CLOSING THOUGHTS
As the Esther Price brand evolves and is reintroduced to your current customers and is introduced for the very first time to a broader audience, it is important to recognize Esther Price for everything it is and has been throughout history.
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Positioning the new look and feel of Esther Price as a heritage brand connects to deeper-rooted values in the brand itself and the new target audiences. Your history is authentic, family-owned, rooted in passion, and dedicated to quality in its craft. Your broader audience has shown time and time again that as they begin to trust a brand, they buy into the story that represents who the brand is and truly connects with the values that the brand offers.
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