A ni tile brand identity
Branding and Art Direction for A ni tile; artisan chocolatiers, based in London, who partner with cocoa growers in Côte d'Ivoire in an attempt to eradicate child slavery in the industry.
‘A ni tile’ is a warm greeting in the local trade dialect that translates as ‘good day’. This name was selected to show that the chocolatiers speak the ‘language’ of the growers and to be symbolic of how purchasing their chocolate will result in a good day for you, but more importantly, the cocoa growers.
The visual language for A ni tile was crafted in a manner that showcases the fraternal relationship the chocolatiers have with the cocoa growers they work closely with. To achieve this, the brand is presented as ingredient centric, giving the cocoa growers and their product the same amount of visual space as the finished chocolate product. This rebellious direction flies right in the face of the competition, appealing to the younger target audience who are passionate about responsible brands.
Brand Mark
When exploring through archives of Cote d'Ivoire’s rich heritage, an image of a wonderful wooden woven tribal shield was discovered, patterned with geometric shapes. This became the brand mark, as the brand is acting as a shield to their livelihood. The shapes in the shield were simplified and a second circle in the centre was added to symbolise the sun. This tied the brandmark to the logotype nicely as the literal translation of ‘A ni tile’ is ‘we and the sun’.
After this was designed, fragments of the brandmark were taken to create a graphic system. This was applied to various branded collateral, including the chocolate wrapping, building a strong visual identity for the brand.
Dynamic Logo
Depending on the medium, the logo can be placed dynamically in the four corners of the artboard. Not only does this add visual intrigue, but the framed nature of the shape is symbolic of how the brand’s ethos of ‘good days for all’ is the framework for everything they create.
