VIAN Chocolate: Brand Development & Launch Campaign
VIAN is a contemporary chocolate brand where extraordinary flavors meet a bold, youthful, and unconventional spirit. Inspired by a young, dynamic woman named Vian, the brand celebrates adventure, creativity, and self-expression, positioning chocolate as an emotional and lifestyle-driven experience rather than a traditional indulgence. From the outset, the goal was to create a brand that feels expressive, vibrant, and culturally relevant, one that naturally belongs in social moments, gatherings, and modern day-outs.
I led the end-to-end brand development, shaping the brand concept, strategy, positioning, slogan, visual identity, and packaging system, ensuring a cohesive and scalable foundation across all touchpoints. The launch campaign, built around the key message “Celebrate creativity, self-expression, and the joy of savoring extraordinary flavors,” was brought to life through the Boldly Sweet concept, a creative direction that reflects VIAN’s confident attitude, playful energy, and appeal to a younger audience.
The campaign was creatively directed by me and produced in collaboration with the talented team at Jathb Agency, alongside an exceptional director, producer, art director, DOP, and assistant directors. The resulting visuals translated the brand’s personality into a dynamic, expressive world and were deployed across a digital-first campaign spanning social media platforms and food aggregators, establishing VIAN as a bold new voice within the chocolate category.
