Meridiem Timeless Chocolate is a personal project fueled by the desire to envision a chocolate brand whose brand identity reflects the magic in experiencing really good chocolate.
The concept of time transcendence emphasizes the transportive quality of chocolate, a return to the charm of childhood, and an anytime-is-chocolate-time philosophy.
I turned to the dark whimsy of fairytales and tarot cards to inform the visual concept.
For any person, young or old, seeking to re-experience the magic of a simpler time—childhood, Meridiem Timeless Chocolate delivers a surreal chocolate experience, because Meridiem is both classic and revolutionary, nostalgic and novel, committed to making the user feel as though reality ceases to exist while consuming the product.
Future brand extension concepts:
*Timely Tin line of seasonal hot chocolate canisters: Grandpa's Hot Cocoa
While copy on chocolate bars highlights novelty, the hot cocoa line employs nostalgia.
*Meridiem Timeless Chocolate Cafe
Meridiem Timeless products contain inserts illuminating the brand mythology (complete with its own product hero, Grandfather Clock) and unique chocolate making process.
The grandfather clock silhouette is embossed on the print package to better evoke chocolate.
The flavor title is foil printed to suggest the sky's gradation through the passage of time.
The brand name, Meridiem, is glossy on a matte background.
This subtlety, combined with the faceless grandfather clock ("timeless") serves to create mystery around the brand, so that a consumer unfamiliar with the product is compelled to take a closer look.