The goal behind the rebrand is to show how Lindt has been working toward sustainability and therefore people will feel better about buying the Lindt products. The brand is focused on having a sustainable practice from bean to bar which is why this was a focal point to the rebrand.

Though the old logo does communicate the luxury of our brand, it is outdated and does not speak to new consumers. By changing the typeface and getting rid of the family crest, we can modernize the word mark and highlight the ideas we are working towards. The new angular typeface and the warm color palette enhances the brand’s connections to melting chocolate.

The target audience of the brand is adult women between the ages of 35-64 years old who are likely married with kids. Among this group, it is probable that they have at least a bachelor’s degree and a household income between $75,000 and $150,000. By rebranding we can bring awareness to the sustainability and expand to new consumers who are interested in positive cultivation of resources.

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