Branding
Theo Rebrand

Branding for Clarkmcdowall

Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. Designers needed to show the link between higher-standard chocolate and good taste. They clarified brand purpose, expanding their offerings through innovation. For design, designers prioritized elements that were central to this story and developed a confident visual identity across the ecosystem.

Clarkmcdowall Inc 2021 Agency Silver Press Kit № 112066

Download Press Kit № 112066

Download Press Kit № 112066 Branding for Clarkmcdowall by Clarkmcdowall Inc to access high-res images, essential texts, translations, and exclusive interviews—all in one.


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Theo Rebrand  by Clarkmcdowall Inc
Theo Rebrand by Clarkmcdowall Inc

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Branding by Clarkmcdowall Inc
Branding by Clarkmcdowall Inc

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Clarkmcdowall Inc Theo Rebrand
Clarkmcdowall Inc Theo Rebrand

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Clarkmcdowall Inc Branding
Clarkmcdowall Inc Branding

Download 1800 Pixels JPEG Image.

Maximize the potential of this 1800-pixel image: at 300 DPI, it delivers exceptional detail up to 6 inches, while at 150 DPI, it offers clarity for prints up to 12 inches. With press accreditation, enjoy watermark-free, high-res downloads. Low-res images are available immediately for all. Photo credits are listed in the Image Credits Section.

ClarkmcdowallBrand Logo
ClarkmcdowallBrand Logo

Download 1800 Pixels JPEG Image.

Leverage the high resolution of this 1800-pixel image for detailed, vibrant prints. At 300 DPI, it's ideal for up to 6 inches; at 150 DPI, it scales beautifully to 12 inches. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. Image attributions can be found in the Image Credits Section.

Design Newswire
Theo Rebrand Branding Press Releases

Press resources for Theo Rebrand are offered in several languages: English.


Press Kit
Theo Rebrand Branding Media Articles

Access our collection of Theo Rebrand articles, ready for use and offered in languages: English, Korean, Italian, French, Portuguese, Spanish, Turkish, Arabic (Standard), Dutch, German, Hindi, Indonesian, Japanese, Russian and Chinese (Mandarin).


Unique Properties

Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. We needed to show the link between higher-standard chocolate and good taste. We clarified brand purpose, expanding their offerings through innovation. For design, we prioritized elements that were central to this story and developed a confident visual identity across the ecosystem

Tags

branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose

Production Technology

The project started with a segmentation study to understand the premium chocolate category and consumer, including current and future Theo consumers. Following segmentation, we did a brand equities study to understand what elements were central, supporting and not relevant to Theo's study. From there, we defined a differentiated brand purpose and positioning platform which ultimately inspired the creative idea, Boldly Reimagined.

Design Challenge

Growth had slowed and there was pressure to turn the brand back to positive growth quickly.Before reimagining Theo visually and verbally, we had to understand the premium chocolate consumer, the category and where they fit within it. We wanted to ensure we understood the role of the current brand equities before moving forward. Theo also had great attributes to communicate and part of the challenge was to prioritize the messages that were most meaningful to consumers.

Project Duration

6 months from kickoff to delivery of final packaging.

Operation Flow

Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past 6 months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during COVID-19. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019. Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past six months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during the COVID-19 crisis. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.

Research

Research included an online consumer segmentation to understand the premium chocolate category and consumer, including current and future Theo consumers. For qualitative research, we did both ethnographies and brand equities research online to evaluate the role and meaning of key brand equities. The results included consumer segments, a bullseye consumer target profile, a core consumer insight, and a tangible brief with recommendations for brand evolution.

Inspiration

Our design was inspired by Boldly Reimagined - bringing consumers closer to the layered beauty of responsibly sourced chocolate. We used the bold paint stroke as a window to taste discovery and an expression of the craft of premium chocolate. The white background suggests clean eating, purity of ingredients and allows the pack to cut through visual clutter on shelf. The paint stroke is a distinct element that stands out within the category. The Theo brand mark itself of idiosyncratic quality.

Image Credits

David Estep

Project Overview

Theo Rebrand Branding has been a Silver winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

 Award Logo
Silver Recognition

Clarkmcdowall Inc was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Theo Rebrand Branding.

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Clarkmcdowall Inc Press Releases

Attention press members and journalists: We offer a collection of press releases on Clarkmcdowall Inc and their notable work, available for your unrestricted use. For immediate journalistic use: 1 press releases are available right now.


Theo Rebrand Boosts Theo Chocolate's Sales by 11%

Clarkmcdowall Inc's rebrand of Theo Chocolate has led to an 11% increase in sales over the past six months, outpacing category growth.


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Clarkmcdowall Inc Newsroom

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