UNRAVEL THE MYSTERY
Seymour is a conceptual chocolate series that transforms the act of indulging into a journey of discovery. Each bar in the collection is inspired by a different city - Oxford, Istanbul, Sydney, and New York - and wrapped in its own illustrated mystery or adventure story. Designed to fit discreetly in a shirt pocket, Seymour invites you to take chocolate on your travels, offering a moment of escape and intrigue wherever you are.
I developed the brand, packaging system, and storytelling approach to blend travel, mystery, and chocolate into a collectible experience. The visual identity draws from midcentury adventure novels and cinematic posters, with each bar featuring an original illustration and a narrative snippet that teases a larger story set in its city.
In imagining Seymour as a real-world product, I envisioned a future digital platform where each chocolate unlocks deeper stories, games, or city-specific secrets—merging analog and digital storytelling for maximum engagement.
I wanted to ensure it was a travel companion - the way a good book is. Every Seymour bar is structured like a miniature book, complete with spine, cover, and a story inside.
It fits in your shirt pocket next to your passport as you disembark, your jacket pocket on a chairlift as you plan your route, the front pocket of your backpack as you board the train, and the arm of the chair as you turn the next page.
One of my early directions for Seymour featured a die-cut window integrating the chocolate’s unique texture directly into the illustrated story, so each bar offered a literal glimpse into the narrative. As I refined the design, I chose to remove the window in favor of a more seamless, collectible canvas for the artwork and story. This allowed for richer illustration, stronger tactile presence, and greater storytelling focus, balancing imagination with the practical needs of packaging.
