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Chocolates by the Bay

The goal of this project is to design a campaign that promotes a specific neighborhood to visitors and tourists. My chosen neighborhood is San Francisco’s Fisherman’s Wharf, and my campaign idea stems from one of its famous tourist attractions, Ghirardelli Square. When I was younger, the Ghirardelli Chocolate Experience Shop would give mini squares to visitors who would enter. Taking this gesture one step further, my idea is to redesign the wrappers to promote the neighborhood’s popular attractions and unique character.


I chose to illustrate eight different attractions that I thought were influential in shaping the Fisherman’s Wharf’s personality. Its color scheme takes from the Pacific Ocean and the Golden Gate Bridge, giving an unmistakably San Francisco vibe to the designs. The illustrations are clean yet dimensional, appealing to both children and adults while still being legible from a mini chocolate wrapper. To tourists and locals alike, the illustrations and accompanying blurbs aim to inspire where to explore next.



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