Theo Chocolate has unveiled a simple yet bold new look.
The Seattle-based chocolate maker is reestablishing its core purpose and inviting people to see the big impact a small treat can have.
“The chocolate category has seen tremendous growth since our inception, with a number of new brands and dozens of new products,” said Theo Chocolate CMO Jason Harty. “We love this growth, but the chocolate aisle can be overwhelming for consumers with competing narratives, an abundance of certifications, and a lack of flavor appeal. That’s not how chocolate lovers should experience chocolate. It should be simple and inspiring. We want to bring joy back to shopping, sharing and eating chocolate.”
The new packaging design is simple, with an off-white background as the canvas and a singular, hand-painted brush stroke that reveals the product and ingredients within. Theo Chocolate chose New York-based branding agency, clarkmcdowall, based on its past work, creative approach and genuine understanding of the brand’s ethos.
Theo Chocolate launched more than 12 years ago on the premise that a positive impact can be made through chocolate. With this in mind, the brand committed to sourcing Fair Trade and organic ingredients that not only support farmers, but also benefit consumers and the Earth.
Every Theo Chocolate purchase directly supports the livelihood of 6,500 cocoa farmers and their 35,000 family members each year, enabling them to send their children to school and reinvest in their communities. These brand values were an integral part of this new design. With a new look, Theo Chocolate helps consumers find the delicious, ethically-produced chocolate they’re looking for.
“Working with a brand that has a true purpose, makes their product with genuine integrity and is committed to growing their business responsibly always presents an exciting opportunity for us,” said Paul McDowall, partner at clarkmcdowall. “Theo Chocolate has a rich story and set of values that wasn’t translating on a consumer level. There is a simplicity and casualness to the brand that draws you in once you get to know it. Chocolate is about enjoyment and there is a magic in what Theo Chocolate makes and specialness in how they make it. This is what we wanted to capture in the retelling of its story.”
Starting this month, chocolate lovers can find the new packaging and new Coffee Toffee 70% Dark Chocolate bar on shelves nationwide, including in select Kroger banners.
Be one of the first to see Theo Chocolate’s new packaging at Booth 311 during Natural Products Expo East, set for Sept. 12-14 at the Baltimore Convention Center in Baltimore, Maryland. Theo Chocolate will also have on hand its new Peanut Butter & Jelly Cups, which are a NEXTY Awards finalist and will be rolling out on shelves early next year.
