Beyond Good: Raising the Bar on Chocolate.
Beyond Good came to us with the challenge of helping the chocolate brand more clearly tell its ownable, and frankly, badass story. They uniquely grow, farm and manufacture their chocolate all at the source, either in Madagascar or Uganda. By eliminating the middleman that ships most cacao to other countries for manufacturing, more of the profits go back to farmers. The brand is directly challenging the status quo of chocolate and single handedly raising the bar for the better: fresher and better quality beans for consumers, fairer and better wages for farmers, and protected and better quality ecosystems for the plants and animals living in the forests.
Brand Identity
Brand World
Packaging System
Production
SCOPE
We wanted to create a less polished, more raw look and feel to reinforce the grit that comes from bucking a broken system. We started by turning our brand name into a masthead and added a line above it to reinforce that good is not good enough–as a company we went beyond good, a message in and of itself.
Colors and patterns combine to create a graphic system that is action oriented and disruptive on shelf. Our green arrows unify the brand across SKUs and reinforce the green mission at the heart of our company. The off-pack world introduces additional iconography and messaging that brings an energy and passion that’s reflective of the brand’s bold mission. We’ve raised the bar on chocolate, going beyond just fair trade, and helped elevate the brand story to Not Just Good, Beyond Good.
