FOR IMMEDIATE RELEASE

Theo Rebrand Success

Clarkmcdowall Inc's rebrand of Theo Chocolate has significantly impacted the brand's performance, with sales increasing by 11% in the grocery channel compared to the prior year. The rebrand, inspired by the concept of "Boldly Reimagined," aimed to bring consumers closer to the responsibly sourced chocolate's beauty. The design features a bold paint stroke, symbolizing taste discovery and the craft of premium chocolate, while the white background signifies purity and clean eating. The rebrand has not only contributed to category growth during the COVID-19 crisis but also led to a 20% increase in base velocities in both grocery and natural channels.

The project, which lasted six months from kickoff to the delivery of the final packaging, involved extensive research to understand the premium chocolate category and consumer segments. The rebrand focused on differentiating Theo Chocolate in a market where fair trade had become a standard, simplifying the consumer's choice in chocolate and emphasizing the link between higher-standard chocolate and good taste. The design team, led by Creative Director Adrienne Muken, Designer Audra Schroeder, and Business Director Betsy Price, prioritized elements central to the brand's story and developed a confident visual identity across the ecosystem.

Clarkmcdowall Inc's rebrand of Theo Chocolate was recognized with a Silver A' Design Award in 2021, showcasing outstanding expertise and innovation. The success of the rebrand has not only elevated Theo Chocolate's visual identity but also positively impacted its sales performance, demonstrating the power of purposeful and strategic design in driving business growth.

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