While most gourmet chocolate companies on the market aim for a sleek, elegant direction, The Loony Bean is not afraid to be a little different with a quirkier approach. With recipes created by a doctor that combine the health benefits of dark chocolate with the therapeutic effects of other natural ingredients, a prescription theme was decided upon. The identity combines elements of prescription labels and vintage apothecary advertising with a slightly frantic and shaky tension.
The logo conjures images of a creepy gate at the entrance of an old abandoned asylum scribbled by the hand of someone struggling with chocolate withdrawals. The color palette draws inspiration from the product itself, prescription bottles and an almost Halloween motif. Combining quirky with creepy in a subtle way creates a mood to support the idea of losing your sanity due to a lack of chocolate in your system.