FROM HOMEmade TO WORLD-CLASS
Joe Chocolate Co. (formerly Joe Chocolates) hand makes caffeinated coffee + chocolate bark using simple, natural ingredients. On the cusp of explosive growth and with their first retail location in the works, they realized it was time to move beyond a DIY brand and asked us to help.
Since their brand needs to work hardest on shelves we decided to let packaging lead the rebranding effort.
It was important to hold on to their outdoor roots and incorporate a kraft aesthetic but beyond these they were open to our recommendations. We explored alternate packaging options but returned to the original form-factor (with some modifications) because it was the most practical given their production capabilities and responsibility to their bottom line.
Brand, competitive, and market surveys revealed the personality of the brand, who it was for, and helped frame why people should care. The surveys laid the strategic foundation for design explorations and inspired a name change.
leading to an outdoors brand with a blue-collar voice. As packaging and reposition them to honor where they came from and where they were going while maintaining their dirt-bag cred.