The Winter Fancy Food Show has been on full display this week. Per their own site, “17,000+ Winter Fancy Food Show attendees discover more than 80,000 products featuring the world’s finest foods and beverages from more than 1,300 exhibitors representing 35+ countries.”
Whoa.
And one of the most competitive and shameless categories is chocolate. (And if you don’t think I love chocolate, check this out.)
How did one chocolate company prepare for battle in the ultimate food fight?
Extreme Makeover:
Chocolate Edition
When I knew we were doing the rebrand for Coco Polo, I couldn’t be more thrilled. (To see the latest evolution in this brand, click here.)
Great name. Excellent chocolate sweetened only with Stevia (without that weird metallic, licorice after-taste). Plus a fun group of hard-working people.
Yet their branding wasn’t doing justice to their excellent sugar-free product.
So we went to work.
The first line of attack was the logo redesign which you see here (taking full advantage of their unique combinations of round letterforms that could create a special pattern and unique lettering for the logo):
Here you see the before-and-after logos side by side:
Then the package needed a rework.
On the left is the original branding that Coco Polo had come to us with.
Below right, you see the result with the new logo, the new package, and a reorganized hierarchy of information on the label itself.
The Sound of Chocolate —
Playing with Your Chocolate Obsession
One word. Three letters: Yum.
That became the mantra for this year’s Fancy Food Show in San Francisco, as shown by these posters created for the exhibit.
You don’t have to have a chocolate brand to UP your game as a brand.
If you have something you believe in, then it should be reflected in your brand and convey that passion and belief.
Happy branding.
