Client
Endangered Species Chocolate
Role
Creative Director, Strategist, UX/UI Designer
Services
Brand design, packaging design, marketing strategy, marketing campaign
Timeline
12 Months
01 — About the project
Overview
Incredible new national grocery partnerships were on the table. ESC needed a new brand, new packaging and new strategy that stopped people in the aisle and online.
In my role, I co-lead the development of the creative and strategic direction of the new brand and marketing; setting an aesthetic and messaging framework that would carry across the organization’s most successful online giveaway and campaign, suite of new packaging, and ongoing social and digital materials. My creative role included creative direction, art direction, photography, front-end web design and video direction.
My Contributions
Creative direction
Social strategy
Digital execution
UX/UI Design
Producer
Graphic design
58%
increase in web traffic
9
new packages and total flavors
33%
sales increase above forecast
3+
new digital platforms
02 — Challenge
The old brand had grown stale and limiting. ESC needed new packaging on shelf and a new brand to expand markets.
With an upcoming rollout into larger grocery stores across the United States, we needed an updated brand, packaging redesign and marketing strategy that competed and stood out against the biggest consumer chocolate competitors in the world.
03 — Approach
Audience analysis, campaign sweepstakes and delicious new packaging.
05 — Outcome
We captivated new customers while keeping the die-hard fans connected.
Through their new brand presence and marketing strategy, ESC saw increased engagement and purchase consideration from their customers and audience. These led to an increase in sales and 58% increase in web traffic. The packaging campaign won multiple national design awards.
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