Deep’s Hello Cocoa Packaging Design Featured on The Dieline

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Food branding agency deep worked with artisan chocolate maker Hello Cocoa to create sophisticated, adventurous packaging designed to highlight the chocolate’s sweet appeal.

Known for food and drink packaging, deep designed the food brand identity for Hello Cocoa.

The food branding agency deep lands Hello Cocoa on The Dieline—a showcase for the world's best package design.

Our goal was to introduce the Hello Cocoa brand through packaging by creating a design that stands ahead of the competition.

The food branding and advertising agency deep today acknowledged that its packaging design was recently featured on The Dieline, a website dedicated to showcasing “the world’s best package design.” The Dieline selected deep’s product packaging for Hello Cocoa, which handcrafts small-batch artisan chocolate, noting that the compelling use of pattern, font and color conveys a “lively and playful” tone.

Deep Partner, Creative Director Dan Stewart said that creating a memorable, unique and fun food brand identity is among deep’s most sought after marketing services, and Hello Cocoa’s recently unveiled paper wrap design reflects the quality creative deep clients anticipate. The fun, vibrant line and chevron patterns paired with classic gold font and passport-like nods to the countries each cocoa is derived from easily separate Hello Cocoa chocolate bars from competitors. A bean-to-bar, single-origin chocolate maker from Fayetteville, Ar., Hello Cocoa is on a mission to bring worldwide sophisticated chocolate tastes to the US.

Stewart explained the motivating factors behind the Hello Cocoa design: “Our goal was to introduce the Hello Cocoa brand through packaging by creating a design that stands apart from the competition. There is a lot of design similarity in the chocolate category. Similar color palettes, typography and imagery all blend together to become confusing and, in the end, invisible. To side step the clutter and gain attention for Hello Cocoa, we started with a fun name and had a unique opportunity to define the personality and brand experience.”

Meeting their own demands for award-worthy food and drink packaging, Stewart and deep’s other creatives delivered paper wrap design that earned both the agency and Hello Cocoa recognition on The Dieline. An industry source for package design inspiration, The Dieline was established in 2007 by Andrew Gibbs and is the most visited package design website in the world. Senior Art Director/Designer Preston Brigham said of the achievement, “We’re incredibly proud to have been recognized in The Dieline, but we’re even more proud of the relationship we're forging with Hello Cocoa and the exposure our work has helped bring the brand.”

With a brand identity designed to show off Hello Cocoa’s sweet appeal, Stewart and Brigham agree the packaging must not only put a smile on people’s faces but also inspire a sense of adventure. The wrapping makes that message clear, presenting the notion that through a single chocolate bar consumers can let their taste buds carry them to each cocoa’s birthplace—Venezuela or Uganda—on an epic, sweet adventure that won’t soon be forgotten. Stewart said, “We’re thrilled with the work our creatives have done communicating the rich journey and experience of Hello Cocoa chocolates through the packaging. Our goal was to position Hello Cocoa ahead of the crowd, and our recent recognition on The Dieline is a great indicator that we’ve done just that.”

Founded in 2005, deep is a renowned food-branding agency that creates successful business-to-business and direct-to-consumer advertising campaigns across the United States and around the world. Deep is part of the Marlin Network, which represents over 70 food and beverage brands. The Network also consists of FoodIQ, STARAwards, The Alchemedia Project, Marlin and Marlin Network Consulting. Based out of Springfield, Mo., Marlin Network is the number one purchaser of foodservice media and was included on Inc. Magazine’s list of America’s Fastest Growing Companies in 2010, 2011, 2012 and 2013. To learn more about deep, visit or follow the agency on Twitter, Facebook, Flickr and the b!eep blog.

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Public Relations Manager Amy Rosendahl
Deep Group
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since: 05/2009
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