The Apprentice logo challenge - s19 ep5 easter eggs
28th February 2025
posted 28th February 2025
Episode 5 of The Apprentice has brought us an eggcellent branding task. This week was all about Easter eggs, something different from previous seasons. As with every branding task, some of the designs were certainly questionable.
In this blog, we'll look at the logos from The Apprentice Series 19, episode 5. Explaining this week's task, figuring out what went wrong, and then putting ourselves to the test with a quickfire redesign.
The Task
This week's task was to create and brand a chocolate Easter egg. Each team pitched their ideas to leading retailers to win some orders.
Team 1 - Choco-lux
Team 1 chose to create a luxury Easter egg branded Choco-lux. For the flavour, they opted for white chocolate and matcha.
Image: Choco-lux packaging
Text: For the font, they chose a chunky slab serif font. This font style is traditional, timeless, and formal, a great choice for a luxury brand. However, paired with the colour and the roundness of the type itself, it's a little cheapened.
Colour: For the colour, they chose a deep purple. Purple is seen as a luxury colour, associated with royalty, wealth, and sophistication, which is a great choice for a luxury product in terms of design psychology. The shade they chose is very close to Cadbury, a popular, much-loved, and affordable chocolate brand. This then makes you think of affordable chocolate, making it seem cheaper rather than luxurious. The colour of the box didn't enhance the product or help the matcha-coloured egg stand out. They missed a trick not playing on the matcha colours and pairing it with a complimentary darker tone to make it pop on the shelf.
Packaging: The packaging was a little too simple. Using block colours paired with serif fonts can look premium. However, the tone of the purple and the roundness of the font, together with no design elements, created a budget-friendly design. The packaging should have enhanced the design of the egg.
Team 1 - Redesign
For our redesign of the Choco-lux brand, we wanted to play on luxury and the matcha colour.
Image: Choco-lux logo redesign
Image: Choco-lux packaging.
Text: For the text, we used a combination of serif and script fonts. Script fonts are very similar to handwritten calligraphy and are seen as elegant, friendly, and creative. This helps signify that the chocolate egg is hand-made chocolate. The serif font also gives the impression of luxury, and the swirls within the lettering are like drizzles of chocolate decoration and transition into the script font.
Colour: For the colour scheme, we used shades of matcha green and gold. Green gives the impression of health, wealth, and calmness. As well as representing the flavour, all positive connotations for luxury chocolate. The dark shades give a sense of warmth and luxury to the design. It also helps create a contrast between the egg and the box, making the matcha green egg stand out through the clear window.
Packaging: For the packaging, we've used matcha tea leaves and cocoa beans to decorate the box. This not only adds an elegant and luxurious design to the box but also showcases its flavours.
Team 2 - Easter Ed's Chocolate Egg
Team 2 chose to create a children's Easter egg branded 'Easter Ed's Chocolate Egg'. For the flavour, they opted for crunchy caramel with popping candy.
Image: Easter Ed's Chocolate Egg packaging
Text: For the fonts, they chose a slightly organic sans serif font and a traditional sans serif font. Sans serif fonts are clear, modern, and strong. The use of the organic sans serif font adds a bit of friendliness and playfulness to the logo and the packaging. The fonts are a suitable choice for the design.
Colour: For the colour scheme, they used blue, white, yellow, and orange. Blue is dependable, strong, and reliable; great connotations for a space-themed egg. Orange is a high-energy colour and gives the impression of playfulness, confidence, and happiness. Yellow is also a positive, happy colour. If they chose to use a bit more of the yellow and orange, it would have enhanced the overall feel of the design, especially with the target audience being children.
Packaging: The team used an astronaut mascot for the design. The figure's style resembles clipart, which feels a bit old-fashioned. However, it effectively reinforces the space theme, enhanced using stars and planets. Overall, the design features workable ideas but could be executed much better. The egg design itself was its biggest letdown.
Team 2 - Redesign
For our redesign of the 'Easter Ed's Chocolate Egg' brand, we wanted to add a bit more of an Easter theme to it.
Image: Easter Ed's logo redesign
Image: Easter Ed's packaging
Text - A futuristic style font has been used to fit the 'space' theme. The rounded edges help to give a more approachable, fun feel to the design. The elliptical shapes provide a sense of movement, like the orbit of a planet or spaceship.
Colour - A deep blue has been used for the background with subtle stars and planets, again to give the impression of outer space and tie in with the overall theme. A bright complimentary orange gives an eye-catching pop of colour, while also resembling the colour of carrots, often associated with bunnies.
Packaging - For the mascot, we created 'Astronaut Bunny', connecting the 'Space' and 'Easter' themes. The style is modern, and it has a cute and friendly appearance to appeal to the target audience.
Missed the last design challenge?
Didn't you catch our logo designs from episode 2? You can find them here: