Creating a new category for a chocolate brand
We co-created and launched a new brand, building a new exciting category in chocolate
Firetree is a start-up chocolate brand that had identified a clear gap in the market for a super-premium brand.
Working collaboratively, we were tasked with creating a brand to disrupt the category. We shaped the identity of the Firetree brand by leveraging its core USP: the unique taste notes of Firetree chocolate are influenced by the unusual origin of Firetree’s cocoa beans; they are harvested from remote volcanic islands.
We, therefore, created a new sub-category – volcanic chocolate and designed a brand story around this differentiating and unique factor.
We then went on to develop the brand positioning and narrative, logo creation, packaging of seven different chocolate variants, photography and the e-commerce site.