GREEN & BLACK’S

STUDIO
The Gild

CLIENT
Mondelez

Green & Black's is a well known brand of high-quality, ethically sourced chocolate in the UK, however they have struggled to gain market share in the competitive US market. Mondelez tasked The Gild with spearheading a redesign that would strengthen the brand stateside and reinvigorate it overseas.

The brand has always been known for their color-focused packaging and we felt that it was an important element to leverage. Our explorations looked at how color could be used to better communicate key aspects of the brand such as their high-quality ingredients, ethical sourcing, and the artistry involved. We also conducted an extensive reevaluation of the wordmark and monogram to determine how best to modernize it.

We landed on a route with an organic-feeling holding shape to create consistency across the flavors. A vibrant color palette feels fresh while a watercolor texture communicates the artisanal and natural aspects of the chocolate. We also dialed up premium cues with a revised wordmark, monogram, and the use of copper foil.

While the client didn't move forward with this new direction, they did incorporate a number of these ideas into future limited edition packaging.