COCO - The art of chocolate: Clear brand positioning creates space in a competitive industry.

Award:
Commendation Packaging SDA 2019

Edinburgh based COCO is very good at making chocolate. What they lacked was a clear brand position: their own unique space in a competitive industry. cocochocolatier.com

Project summary

Strategy
Design
Art direction
Visual identity
Packaging
POS
Website
Print

Approach

Initially, COCO was using striking geometric stock designs to wrap its chocolate bars. We felt that the relationship between art and chocolate could be built upon as a real point of difference at the heart of the brand. From this idea we developed the brand line ‘The Art of Chocolate’.

To strengthen this positioning we created a visual language based on a gallery concept. Each COCO product is wrapped in specially commissioned original artwork, displayed like installations, in a ‘white cube’ setting. Minimal labels become gallery captions framed within the artwork with artists credited front and centre.

It was equally important for consumers to be aware of the brand’s defining ethical credentials. A set of pictograms were designed to work alongside the logo and brand statement. This simple visual language communicates the quality and provenance of the product at a glance.

COCO is passionate about challenging industry norms. The making of its chocolate is begun at origin, meaning that more wealth remains within developing economies. Sustainably produced, the finished bars use 100% natural ingredients and are palm oil free.