Chocolate is having a second. From craft bars to cult packaging drops, it is turn into probably the most aggressive and creatively formidable classes in branding. For studios, it is a dream temporary. Wealthy storytelling, together with sensory cues, and the prospect to make individuals really feel one thing earlier than they even take a chew? Sure, please.
Enter Divine Chocolate. The farmer co-owned model has revealed a vibrant new identification by London company Wildish & Co., marking its most vital visible replace since launching in 1998. As one of many world’s first Fairtrade chocolate manufacturers, Divine has lengthy had an honest story to inform. Based on Wildish, this rebrand provides it a visible world that lastly lives as much as it.
The brand new packaging is assured, vibrant and filled with character. Hand-drawn illustrations carry Ghanaian cocoa landscapes to life, whereas a refreshed typographic strategy alerts a clearer shift in the direction of a premium, flavour-led positioning. It feels joyful and expressive, with out dropping sight of the farmers on the coronary heart of the operation.
The rebrand was designed to modernise Divine’s visible identification, strengthen shelf presence and assist reposition the model as distinctive chocolate first, with ethics embedded moderately than shouted. Wildish & Co. was tasked with creating a brand new packaging system and visible toolkit to raised talk style, high quality, and aspiration whereas staying rooted in Divine’s Ghanaian heritage.
Early outcomes counsel the change is working. Publish-launch testing exhibits a big uplift in shelf standout, style attraction and total model attractiveness.
Illustration is central to the work. Wildish & Co. explored a spread of visible instructions, experimenting with landscapes, cocoa pods, individuals and farm scenes in types starting from detailed realism to extra graphic, print-inspired approaches. The ultimate hand-drawn model strikes a cautious steadiness. It feels heat and human, however elevated sufficient to sign high quality.
Typography additionally performs a key function. A brand new serif, Holise Medium, was launched for headlines and on-pack messaging, bringing a way of craft and refinement. It is paired with Divine’s current typeface, Proxima Nova, which supplies that additional readability and familiarity throughout longer copy and wider model communications.
Color does a lot of the heavy lifting, too. Slightly than counting on darkish backgrounds and refined patterning, the brand new system places flavour entrance and centre. Darkish inexperienced and cream type the model’s basis, grounding the identification in nature, farming and sustainability. From there, brighter and extra expressive colors are used throughout the vary to assist every bar stand out.
An prolonged palette of deep, vivid and lighter tones is used to distinguish flavours, with distinction fastidiously managed to make sure legibility and influence in busy retail environments.
“We knew we had a powerful story, however we would have liked a model world that actually mirrored it,” says Lydia Stubbins from Divine. “This rebrand permits us to really feel premium, joyful and led by style, whereas staying proudly co-owned and rooted in our Ghanaian heritage. Wildish & Co. helped us create an identification that brings renewed vitality and emotion to the model, whereas giving us the pliability to develop.”
The recent identification has been designed to scale throughout year-round merchandise, seasonal ranges and future class extensions. In a premium chocolate market that usually performs it secure, Wildish & Co. has created a system that feels distinctive, expressive and unmistakably Divine.
Sam Fresco, MD at Wildish & Co., provides: “In confectionery, having story is not sufficient. Manufacturers want a visible voice that cuts via. Our purpose was to assist Divine rediscover its confidence and specific its character extra clearly. By leaning into color and illustration, we created a system that feels recognisable, ownable and constructed to final.”
Moral credentials are not a differentiator in themselves, which is why Divine’s new identification goals to display that doing good and looking out scrumptious can go hand in hand.
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