Title | VERY CHOCOLATE |
Brand | VERY CHOCOLATE |
Product / Service | VERY CHOCOLATE |
Category | A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit |
Entrant | CHEIL HONG KONG, HONG KONG |
Idea Creation | CHEIL HONG KONG, HONG KONG |
Production | CHEIL HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Paul Chan | Cheil HK | Executive Creative Director |
Paul Chan | Cheil HK | Executive Creative Director |
Ivan Au | Cheil HK | Associate Creative Director |
Toby Hong | Cheil HK | Art Director |
Peter Engelbrecht | Cheil HK | Creative Director |
Peter Engelbrecht | Cheil HK | Creative Director |
Simon Handford | Cheil HK | Copywriter |
Noah Ho | Cheil HK | Art Director |
Joe Harris | Cheil HK | Art Director |
Since everyone knows about the magical placebo effects of real chocolate, we repositioned our brand as: THE PERFECT CURE FOR ALMOST ANYTHING. From relieving headaches and PMS to every ailment in between, a simple brand refresh reminded people what real chocolate can actually do.
Our rebranding needed to be Instagram-worthy, fun and engaging. It not only put a smile on customer’s faces, it popped out in a humorous and creative way in a space where all products usually look the same. We started with a simple change of label—which was then extended into press ads, posters and point-of-sales materials all over Hong Kong, where our product was sold.
The brand refresh was a smashing success among consumers who found it entertaining and creative—so much so that it sold out within weeks. It was also a hit with retailers who reached out to us, offering more shelf space across Hong Kong.
We gave people more reasons to enjoy Very Chocolate. Since our product is made with 85% cacao, our new identity made our chocolate synonymous with something that always makes you feel better.