Raw Halo
Glowing with goodness.
Brand Strategy. Visual Identity. Packaging Design. Copywriting. Sustainability. Artwork. Brand World. Print Management.
Our redesign for Raw Halo pushes premium chocolate into a new frontier of health and wellness, where brands are expected to be good not just for me, but for community, society and the environment. A raw and vegan chocolate, Raw Halo is ethically sourced, ethically made and ethically minded. Each ingredient – from cacao to coconut sugar – is sourced from small, organic farms and traded for a fair price. We worked with the brand on a new positioning and visual identity, then executed the design in the most thoughtful way, enabling them to become a plastic-free business.
FROM NICHE TO MAINSTREAM
Already a market leader in the vegan chocolate market, Raw Halo was looking to move into the mainstream with a redesign that not only had more impact but also enabled a reduction in RRP. Confident design was essential, with the new look combining vibrant mainstream chocolate codes with a reassuringly premium modernity. Bold typography creates a halo in the negative space of the logo, while a radiant colour palette showcases the positive and celebratory quality of the product. Minimal foil and embossing adds luxury without affecting sustainability.
BETTER FOR THE PLANET, BETTER FOR YOU.
Raw Halo’s new packaging is 100% recyclable and entirely plastic free. On the inside of the wrapper are details of the brand’s ethical credentials, from sourcing to production to its partnership with One Tree Planted. Captured in the brand’s bright and honest tone of voice, this inner detail allows the design of the outer pack to remain pared back with the brand name and logo taking pride of place.
A perfect example of less meaning more, Raw Halo’s recyclable packaging meant that the brand was able to reduce RRP by 25% whilst increasing sales by an average of 25% each year. In the first year following the rebrand growth targets were exceeded by 35% and distribution targets were beaten by 85%.
