A mission-driven social entrepreneur operated out of a literal garage, the likes of which dominate the start-up lore of Silicon Valley, The Chocolate Garage is a modest place with a grand vision. In this garage you can find the best chocolate there is, sourced from sustainably grown cocoa beans from around the world and produced by the best artisan makers, all of it what The Chocolate Garage calls Happy Chocolate. Being a mission-driven company led by a true visionary, the company needed a new logo to anchor its messaging and overall branding efforts.
Rather than building on the typical colors, imagery and typography associated with chocolate, the new logo for The Chocolate Garage is inspired by the location of the company headquarters that gave name to the company. Small and unassuming on the outside, the garage with the traditional wooden double doors houses one the best curated selections of sustainable artisanal chocolate in the world, a place where chocolate makers whose paths would otherwise never cross meet and collaborate, and where people for the very first time are introduced to the powerful idea and delicious taste of Happy Chocolate. Every weekend, since the inception of The Chocolate Garage, visitors to the farmers market across the street see a plain chalk board inviting them to the weekly chocolate tastings where anyone can experience chocolate in a completely new way.
Evocative in its simplicity, the logo builds on physical characteristics that are so central to authentic vision of The Chocolate Garage. With simple typography and gentle stripes, the logo is reminiscent of the lines on a chalkboard, or the boards of a simple wooden sign.
Unassuming yet powerful, the logo is at home in any setting, whether on the physical building, the website or any of the message driven marketing collateral that is so critical to the success of this brand.