Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. Designers needed to show the link between higher-standard chocolate and good taste. They clarified brand purpose, expanding their offerings through innovation. For design, designers prioritized elements that were central to this story and developed a confident visual identity across the ecosystem.