Eddie’s is a fictional chocolate brand created for a design exercise focused on identity, storytelling, and packaging. The concept centers around simple, high-quality ingredients paired with unexpected but approachable flavors — targeting adults with a taste for whimsy. I designed a visual identity that feels fresh, charming, and deliberate. Each chocolate bar features an illustrated animal that symbolizes the flavor inside — a storytelling device that adds personality and emotional recall without relying on overly literal cues. The layout and type system are grounded in clarity, allowing the illustrations and colors to lead. I used soft, expressive linework and clean typography to create contrast between playfulness and structure — making the product feel elevated but friendly. Packaging was designed with shelf presence in mind, focusing on recognizability and differentiation through color and form. The overall result is a brand that feels joyful and confident, with just enough mischief to stand out.