Because this chocolate brand had to be ethically-sourced and is organic craft chocolate, I chose to use Ecuador chocolate as my inspiration for the overall brand. Due to the climate and biodiversity in Ecuador, the area has perfect conditions for growing cacao. I chose to go with fruity and floral flavors for the chocolate bars to mimic the floral and fruity notes found in Ecuador cacao. The chocolate brand had to be an organic craft chocolate, and through research I found that other organic craft chocolate brands stick to a fairly muted and simple color. I wanted to match the organic aesthetic for this brand; leading me to the decision of using simple, earthy colors for the main palette. Between the variety of chocolates in the brand, I chose to match the secondary colors to the different chocolate flavors. I wanted to keep the overall chocolate package clean and simple but still have a fun feel to it, therefore I chose to use the flavor color/secondary color sparingly on the package. The simple warm color palette gives the brand an overall comforting vibe.