01Context
ChocoMed was developed for an individual 10th grade English assignment that challenged us to create a chocolate brand. The project was made up of a written brief, video advertisement, and class presentation, graded based on the product concept, the reasoning behind it and how well it was communicated.
02Idea & Opportunity
When approaching the project, I wanted to develop a product that went beyond introducing a new chocolate flavour or variation of an existing confectionery product. Instead, I decided to explore how chocolate could be used in an unconventional way to address a specific consumer need.
This led me to consider the difficulties some young children have with swallowing tablets, as well as the anxiety that can accompany taking medication. Inspired by alternative forms of children’s medicine such as syrups or gummies, ChocoMed was then presented as a potential solution to these problems. By using the familiarity and pleasure associated with a product many children already enjoy, I aimed to make the experience of taking medication more enjoyable for both children and their caregivers.
The primary target audience was parents and caregivers of children aged 3–7 who experience difficulties taking conventional medication. While children would be the intended users, adults would ultimately be the ones responsible for purchasing and administering the product.
03Brand Identity & Packaging Design
The name ChocoMed was developed to promptly signal its chocolate format and medical function to consumers. Similarly, the heart and medical cross incorporated into the logo were intended to reinforce the product’s association with healthcare and wellbeing. The soft, rounded, lowercase typography was chosen to reflect its child friendly identity, while maintaining a professional, reliable appearance.
When designing the product packaging, I chose a more traditional pharmaceutical appearance to balance the unconventional nature of the product and establish a sense of trust among parents. The packaging was also intended to clearly distinguish ChocoMed from ordinary chocolate, reducing the risk of children mistaking it for confectionery and ingesting it. Finally, I deliberately chose a muted blue colour palette for its associations with calmness, stability, and professionalism.
Original ChocoMed logo and packaging designs, independently conceptualised and created for the project.
04Creative Campaign
To communicate the ChocoMed concept, I developed a video advertisement centred on children's wellbeing and the reassurance parents seek when caring for them. Rather than focusing exclusively on the product itself, I wanted the commercial to convey the emotional value behind the idea: making the experience of taking medicine less distressing for children and their caregivers.
The advertisement opens with scenes of children playing and enjoying everyday activities, before introducing moments of illness and parental concern. It then shifts towards reassurance, using imagery of caregiving, affection and childhood happiness to communicate the intended benefits of ChocoMed. A soft female voiceover and gentle, playful background music were used to reinforce this warm, comforting tone.
Through this approach, I aimed to position ChocoMed as a child-centred concept that prioritised comfort and familiarity, while appealing to parents through themes of care, trust and wellbeing. The commercial concludes with the ChocoMed name and the message “Choose ChocoMed”, bringing the emotional narrative back to the proposed brand.
05Outcome & Results
ChocoMed represents one of my earliest experiences in brand development. The project concluded with a successful class presentation, bringing together the original product concept, visual identity, packaging design and video advertisement into a cohesive brand proposal.
Looking back, this project was an early opportunity to explore how creative thinking could be applied to a specific consumer need, and how branding and communication could shape the way an unconventional product is perceived.