The Drum Awards for Marketing - Extended Deadline

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Agency: BrandOpus
Date: Oct 2016
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Award-winning chocolate brand Willie’s Cacao has unveiled a new design across its core single estate and flavoured bars ranges.

Having established the existing brand design in 2012, BrandOpus was challenged to build on the success and growth of the brand by refreshing the design to reflect the individuality and personality of the products and ranges. As the portfolio has grown over the years into a world of flavours and inclusions, the design has evolved to reflect the individual cues inherent in each product experience. This level of craft and detail needed to be introduced into the proposition of the core single estate range.

The redesign aims to elevate the look and feel of the single estate origin by introducing personality that reflects the cacao’s unique characteristics. The emphasis of the descriptors has changed from country of origin to focus on a more specific provenance of each cacao to enhance the sense of discernment and appeal for true chocolate connoisseurs seeking an authentic cacao experience. The bright and colourful decorative embellishments reflect the destinations where Willie’s adventures led him to discovery the wide array of cacaos that make his chocolate so distinctive.

Credits

Executive Creative Director: Paul Taylor