belzebon | witch bonbon brand identity

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Belzebon is bonbon manufactury located in Szeged, Hungary, whose main themes are witchcraft and the world of the mystical in general. Their main goal is to encourage people not to condemn individuals who are different from the norm, since by doing so they might stigmatize the kindest and most benevolent of people, like they used to do to witches in the past. I portray the same contradiction in my designs. On the one hand, I employ a Gothic textura and an egyptienne typeface in the logotype, plus I utilize illustrations derived from Renaissance woodcuts depicting witches and demons. Together, other than alluding to times long since gone, they might strike one as grotesque, or even scary. However, on the other hand, I balance out these attributes by using fresh, popping, inviting colours like magenta and purple, making the designs more sympathetic, but also more eye-catching, reminding the viewer that it is liberating to stand out in a crowd.

The poster is meant to grab the attention of every passer-by, it encourages them to taste the enchanted chocolate to unleash their own magic within, while the pamphlet invites them to a workshop where they can create their own bonbons possessing such mighty power. I incorporated a little game in the design of the latter: if the page depicting the flames is folded inside, it appears as if the witch is being burned at the stake. However, in the name of the duality which the brand wants to embody, in reality, the fire hides two gift spells which can be easily torn off and be utilized as a coupon for the workshop. This small interaction aids in creating a bond between the brand and its target audience.

I designed the packaging of three flavours of bonbons. All three received their own colour scheme, their fantasy name, and their own set of woodcut illustrations. Some might induce a momentary fright in the viewer, however, such aversion is quickly dispelled by the realization that box hides hand-made pieces of chocolate magic, all pieces intended to aid in achieving some aspect of inner peace. This gargantuan task is carried out by the tiny spells that are packaged with the individual bonbons. No two are the same! As such, as our fingers wander in the "cauldron-like" box, they can grab onto the exact sweet words of magic that our soul needs the most.