We were appointed to work with Willie’s Cacao as part of a strategy to take ‘the adventure of real chocolate’ to a wider audience. The brief was to refresh the brand identity and communication hierarchy across the existing products whilst creating pack designs for seven new eating chocolates, all in a more accessible smaller size. Key to the brief was enabling the brand to branch out into milk and white chocolate and gifting for the first time.
Willie is continually travelling on a quest for world’s great cacaos to take you on astonishing adventures in taste. Like fine wines or coffees, beans have amazingly different flavours born of their specific genetics, soil and climate.
Recognising that many consumers are unfamiliar with cacao and need help understanding the information on pack, BrandOpus simplified the wording and hierarchy of information to help non-cacao experts understand the unique features of each different variant. Through the use of colour and distinctive product name typography, the individual personalities of each product are evoked.
A single, more powerful brand mark was created to be used consistently across the ever-growing portfolio.
This new identity establishes the brand name as ‘Willie’s Cacao’ and the distinctive typographic style that was previously used at a range name level has been crafted into a recognisable brand mark.
The redesign created a strong and consistent brand for Willie’s Cacao, simplifying information on pack to aid understanding for the non-cacao expert. Through the design strategy, a clear distinction was made between the 100% cylinders, dark chocolates, milk, white and inclusions, aiding navigation and standout on fixture, whilst delivering the individuality of each product. The premium design delivers the sense of discovery that Willie’s Cacao offers and has enabled a platform for portfolio expansion and exciting NPD including Wonders and Black Pearls.
"I want everyone to experience some of the awakening I did when I first tasted cacao. Our collaboration with BrandOpus has brought to life the flavours of the different cacaos through design: Wonders and Black Pearls continue this fruitful partnership into exciting new territories for the brand."
Founder, Willie's Cacao