The objective of this was to come up with a choloate brand that felt luxurious and rich, yet still down to earth, while also reflecting a balanced blend of honesty and transparency across the bean-to-bar journey. The strategy ultimately facilitated a more personalized connection with consumers, and focused on creating the foundation for a progressive brand identity. The design process included creation of a primary wordmark with the icon of a bean integrated into the "O" letters of KAOKAO, while adding small elegant details within the logo itself to elevate the brand identity. Secondary and tertiary logos were also created to built a wider brand system. Icon assets were created to align to the brand's identity and maintain th eimage of elegance and high class, accompanied by a luxurious font palette.