Windsor is a chocolate brand that was launched in 2014. They approached White Ink to help them create a brand for the launch of their range of premium Belgian chocolates. Then the team White Ink set off to create a high-end chocolate brand in the league of the Godiva Chocolatier.

Design methodology

White Ink wanted to establish the Windsor Chocolatier brand as forerunners in high-end chocolate industry. They created a storyline which positioned the brand as a premium high-end product with aristocratic roots. At one glance the brand reflected ‘elegance, excellence & tradition’.

Design process

White Ink’s non-linear design process of WHITE (What/Hence/ Innovate/Test/Execute) is a continual process to deliver the best to the client. The creative team at White Ink always tries to push the bar and create something innovative and unique. They brainstormed and came up with a unique brand experience that would best showcase the premium Windsor chocolates. After the USP of the brand (Windsor) was identified, it was reflected onto the brand presence. After intensive market research, analysis and conceptualisation, White Ink designed the visual identity, the brand language, the packaging and the exhibition space to position Windsor chocolates as the forerunners in their industry.

Concept

White Ink’s concept was to project Windsor Chocolatier as a chocolate brand which follows the tradition of ancient chocolate making process. The name Windsor itself had major aristocratic undertones and White Ink tried to connect it with the legacy and aristocracy of the Windsor Castle through the form and the story. White Ink gave them a mascot, ‘Leo’, one which would be their guiding light and the values of excellence, honour and nobility would be reinforced through it.

Royal form & colours

The symbol is inspired by a royal seal with the initial ‘W’. The Windsor ‘W’ looks like a crown and colours used are high end and modern. Off-white, white, black and gold are their primary brand colours. White Ink added hints of chocolate brown and purple as secondary colours to complete the family. The type used again has heritage and royalty undertones—Mrs Eaves and Goudy have been standardised for Windsor.

Distinguished forms

Visual cues of White Ink are made of tessellating forms of Xs, like a trellis, that is what makes the brand pattern. Then White Ink took all these elements and created the brand space for Windsor. The look is of a high-end Chocolatier, essentially the chocolates are treated like little gems and are the star of the stall at Ahaar where product was displayed minimally like jewels.

Celebrated displays

Windsor’s philosophy was celebrated by using hi-end quality materials and finishes, the language was minimalistic, the chairs were period furniture. Even the posters were framed in gold. The place depicted aristocracy. The ingredients that go into the chocolate were celebrated and displayed.

Windsor has invested time, money and effort to learn the art of chocolate making from the finest schools in France and Belgium; White Ink celebrated that art and their mastery over the subject. The Windsor stand at Ahaar 2015 showcased the company’s values of quality, integrity and transparency through the displays of the ingredients that they use in their chocolate, such as imported butter, cocoa beans/cocoa butter, sugar, vanilla pods, etc.

White Ink Design White Ink Design Pvt Ltd was set up in the year 2005 by Shalini Singh, an NID alumnus. She has more than two decades of experience in her field. As a brand design firm, White Ink tries to bring beauty and harmony in the world through good design. Their goal is to make their clients succeed through the most effective design and communication solutions. Their areas of expertise include brand, print, web, exhibition, packaging and retail design. They provide visual manifestations of the core values and USPs of their clients with an addition of a little White Ink twist, and help them grow. White Ink is a team of individuals, with varied skill sets, different strengths yet one belief—‘Limitations are only of the mind & it starts with a thought…’ White Ink serves clients locally and globally in various sectors. Some of its clients include Whirlpool, Medela, Mystical East, Eli Lilly, Halo Mortgage (US), Merino Laminates, Godfrey Phillips, Owens Corning, Cummins, Helio (US), SQ Bangladesh, Obsessions, CMEII (Confederation of Muslim Educational Institutes of India), Aiaca, Bedouin Travels (UK), Ortel, Ebay, 4S Milk, Sankh, to mention a few. For further exploration, log on to: www.whiteink.co.in; www.facebook.com/whiteink.co.in; www.pinterest.com/shalinidhindsa/whiteink/