Firetree, a start-up from Peterborough, had an incredible product – an expertly crafted range of single-estate dark chocolate. Each variant had its own distinct taste notes, created from sustainably sourced cocoa beans harvested from remote, volcanic islands.
The founders had identified a unique opportunity – there was no brand leader in the super-premium chocolate category and they set out to own that space. But beyond the product, they were starting the branding from scratch.
In a cluttered, regulated category where everyone is using the same core ingredients in order to be classified as chocolate, it’s a challenge to be distinctive
The provenance of the Firetree cocoa beans is fairly unique – they are exclusively sourced from volcanic islands. To escape from a category of sameness, we created a new sub-category – volcanic chocolate.
We developed a colour palette unique to firetree – with ash undertones and colours that semiotically indicated the taste notes of each variant.