BRAND IDENTITY DESIGN
MOPSIES CHOCOLATE
Learning The Brand
There was a clear connection in the heritage of the owners’ family with chocolate, but we wanted to learn a little more about who these people were, mainly what they enjoyed about New York. What was the connection between Mopsie’s and their hometown? And how does that relate to developing a chocolate bar for it?
After our meeting, what we discovered was their long-standing love for the inner city; the noise, the smells, and the architecture, these three things were the DNA of New York.
The Opera House, the Hearst Tower, and the Chrysler Building we’re three of the most prominent buildings the client named as being recognizable to the residents.
What does an eco-friendly, organic, and sustainably sourced chocolate bar look like to American consumers?
We worked with Mopsie’s to find out. To understand the way consumers perceived eco-friendly and organic products, we began by verbalizing our intuitive insights with words, ideas, phrases, and concepts related to things considered environmentally safe. These insights helped us understand how to better evaluate the production and packaging of our client’s product before starting to conceptualize design ideas.
Logo & Color
MESSAGING
PACKAGING
ABOUT THE BRAND
There was lots of precision and care taken in the processing of fresh ingredients, which included the Ghanian cacao beans. And by being able to see the amount of care they put into their chocolate; it was obvious that this was more than just a sweet treat.
"Decadent Rich Chocolate bar."
RESEARCHING THE CONSUMER
I took a look at our perceived consumer based on client insights and found that overall, environmentally friendly marketed products have a high growth potential, including consumable products such as chocolates and candies.
Based on market trends, organic chocolate is expected to grow by 3% before the year 2024.
Consumer pain points:
- The price of organic and sustainably-marketed candy is too costly.
- Some organic candy don’t have the same appearance as other candy, making it less desirable.
- These candies can feel too sophisticated.
- Flavor seems too unfamiliar compared to “normal” candy.
TOP INSIGHTS
“Consumers are looking for clean and ethical ingredients. They sometimes want to see packaging that actually reads “eco-friendly.” They even prefer product labels that state the intentions of the manufacturer, and enough information that speaks to how their purchase helps the environment.”
