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Innocent Chocolate
360˚Branding
This new chocolate has active ingredients that block carbs and fat, making it the world's first healthy chocolate. The challenge was to stand out in a crowded category and educate consumers about this new product and overcome the common perception of chocolate being everything but healthy.
We created the brand identity around clever and unpretentious messaging that explained the product benefits. This allowed us to brand and educate in one, making the most of a small budget.
Logo, icon design and color palette.
We use light blue, a color rarely used in this category, to reflect the “light”, calorie-free promise.
Print ads
We designed a chocolate bar and a fun "sales kit" to help local schools raise funds.
Guerilla stunt at clothing stores.
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