Not-so-guilty pleasure

The story goes that Green & Black’s began with an organic dark chocolate sample made by one half of the founding couple. He left the half-eaten bar on his desk, where it was discovered (and devoured) by his wife, who declared it some of the best chocolate she’d ever tasted. The moral of the story? Unattended chocolate will get eaten. But also, that good, ethical sourcing creates the most delicious flavors...

Our intensely satisfying challenge was to capture the excitement and flavor of modern premium chocolate for Green & Black’s, in a mass premium chocolate category that was 
all too often traditional, stagnant and staid.

Inspired by the Green & Black’s sustainable ethos we started with only quality ingredients, stripping the brand back to its core assets and leaving nothing behind that didn’t add flavor or texture to the story.

Color is central to the brand (‘Green’ is for ethical and sustainable beliefs, ‘Black’ for the intensity of the cocoa used). So we imbued it with further depth and meaning via natural, layered landscapes on pack and removed product photography from the design, instead delivering flavor at a deeper, more sensual level.

The new Green & Black’s identity sits within an elegant charcoal holding device to ensure cohesion across the colorful range, and – not forgetting our ethical credentials – we balanced refined foil details with a new ethical quality seal and the natural feel of uncoated board.

The vibrant result marks an exciting new direction for the brand and cuts through the wall of mainstream premium chocolate brands, so Green & Black’s won’t get left on the mass luxury shelf. And certainly not on any more desks.

Strategic tools used
Brand World Idea
inline-sp_icon_bwiBRAND WORLDIDEA
Brand Guardianship
Green & Black's Salted Caramel
Green & Black's Sea Salt beauty shot
Green & Black's Raspberry & Hazelnut
Green & Black's range shot