J. STREET

CHOCOLATE

Julia Street, the founder and creator of J. Street Chocolate, first caught our eye during a search for unique holiday gifts for clients. We were excited to collaborate with her on refreshing her packaging and brand identity as her business continued to grow. Everything about J. Street Chocolate is handmade and we didn’t want to lose that spirit in the update. Taking a hands-on approach, we went back to basics—using paper and scissors to create the logotype and background patterns. The updated logo and packaging system deliver bold shelf presence with bold typography, vibrant colors, and improved product readability. Right after the launch, J. Street was able to secure new retail clients from the famed Chocolate Covered, Luke’s Local and Rainbow Grocery here in SF.

CLIENT

J. STREET CHOCOLATE

AGENCY

NOISE 13

YEAR

2023

PROJECT

PACKAGING REDESIGN

OBJECTIVE

Refresh the logo and brand system while preserving the vibrancy of her original packaging. Improving readability was a key focus; the previous logo, abbreviated as “Jst,” was often misread as “just,” and the playful illustrations left little room for flavor titles to stand out. Additionally, the goal was to design a system that could accommodate her year round and limited-edition flavors.

APPROACH

Our strategy was crafting a system that kept the fun while also focusing on hierarchy and readability. We reorganized the flavor system by developing a color system to distinguish between the always-available flavors and seasonal limited editions. This streamlined the production process by reducing the number of packaging components. Julia can now package her year round offerings in fully printed, ready-to-use boxes while using customizable boxes with new labels for limited-edition flavors, maintaining consistency within the system. To enhance the brand story, we also designed icons to showcase the product line's sustainability and chocolate-making process. 

  • CCO: Dava Guthmiller

    Creative Director: André Carnevale

    Designers: Sol Stern, Xiaoxiao Ma

    Product Photography: Sol Stern, Xiaoxiao Ma