In 2019, Theo Chocolate undertook a yearlong project with New York-based agency clarkmcdowall to refresh the chocolate maker’s brand. Clarkmcdowall’s extensive research and consumer studies led to updated brand strategy and positioning, as well as packaging templates for Theo’s Core and Inspired product lines.

I was part of the in-house team that worked with the agency, and later led Theo’s Design team and numerous independent creatives to scale the new look across the brand and bring clarkmcdowall’s packaging templates to life. Together, we brought a bold, colorful, and inviting new look to the brand, centered around the quality of ingredients and care with which the products are made.

Using clarkmcdowell’s templates as our starting point, I provided art direction (as well as a few hands-on art and design skills) for packaging of 28 products in the core product line, including color, art elements, photography, editing, packaging design production, and product copy. In addition to the primary packaging for these SKUs, we also created numerous secondary point-of-sale packaging pieces, and internationally formatted and translated packaging. Beyond packaging, launch of the refreshed brand included creating an updated brand book, all-new ecommerce-ready website, Amazon brand pages, new lifestyle photography and videography, product and brand copy, trade show materials, and numerous other printed and digital marketing assets.

The logo and main brand color were retained, but nearly all other design assets underwent an update. Other product lines across the brand eventually got design updates to follow the new brand guidelines as well.

Numerous talented individuals contributed their creative skills and efforts to this project, and I’m grateful to have had the opportunity to work alongside them to bring this to life.

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