Theo Rebrand

Before "conscious consumerism" was even a thing, Theo Chocolate pioneered fair-trade, organic, bean-to-bar premium chocolate and set the standard for responsible labor practices in the Congo. Over time, the category had exploded with fair trade “me too’s” and it was time for Theo to differentiate if they were to keep growing.



Consumers wanted their choice in chocolate to be simple. We needed to show the link between higher-standard chocolate and good taste. We clarified their brand purpose, expanding their offerings through innovation. For design, we prioritized elements that were central to this story and developed a confident visual identity across the ecosystem.