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Design is clarity.
Whether it’s a visual, a system, or a message,
I make things that make sense.
Chi Chocolat was a boutique chocolatier in San Diego with big ambitions: to stand out in a saturated market and immediately signal luxury, refinement, and artisanal quality. While the brand served walk-in retail customers at its stylish storefront, it also catered private events and sold wholesale to luxury hotels. The packaging needed to bridge both worlds—serving as a giftable indulgence for consumers and a presentation centerpiece for high-end hospitality. We aimed to evoke timeless European elegance through every detail, from physical materials to visual motifs.
Creative Director, Packaging Designer, Print Production Manager
Chi Chocolat had the product, the passion, and the potential—but as a startup, it lacked the brand recognition or packaging presence to command premium pricing. They needed packaging that could immediately elevate their brand perception and feel worthy of a $20 truffle box in a boutique hotel minibar. The challenge was to create a physical experience as rich and layered as the chocolate itself, without exceeding the startup’s production constraints.
We developed a two-tier packaging system rooted in visual storytelling. Larger boxes featured thick, glossy board and ribbon handles, with iconic Van Gogh paintings to evoke a sense of timeless European elegance. Smaller boxes used pastel tones and Art Deco motifs to convey refinement and charm. Close collaboration with a specialty printer ensured every detail felt intentional and luxurious.
I also designed their logo to pair seamlessly with the packaging, drawing on artisanal and geometric motifs to support the brand’s elevated tone.
The new packaging transformed Chi Chocolat’s presence on the shelf and in the hospitality space. It helped position the company as a premium offering, justified higher pricing, and led to increased wholesale interest from hotels and event planners. More than just a wrapper, the packaging became part of the experience—frequently mentioned by customers and partners as a reason they remembered and returned to the brand.
