Seroogy's | rebrand


Located in two small suburbs of Green Bay, Wisconsin, Seroogy's is a traditional old school chocolate store that was established in 1899 and has stayed true to its traditional ways ever since. Now in its third generation of brothers owning and running the production and retail facilities, priding themselves on their traditional methods and ingredients and old world customer service. 


To elevate the brand image for Seroogy’s, making the gift of delicious, homemade chocolate more than edible, but visually beautiful and special. Educate the consumers of Seroogy’s to not only have expectations for the chocolate itself but for the packaging as well. Harmonizing the two in a way that adds value and personality to the brand. 

Brand Context

The current logo and type treatment can be seen to the right. The brand's main color is the green shown with gold as an accent color. The penny-farthing in the logo was something one of the establishing brother's like that then appeared in their logo shortly after opening. 

Three conceptual Directions