The gang behind AWAKE Caffeinated Chocolate came up with a new way to relax: Delicious chocolate infused with relaxing botanicals. Next, they needed a NEW BRAND to take this concept to an audience starving for a new way to take the edge off.
With its caffeinated chocolate, Awake helped pioneer the idea of a snack with a purpose. Switching gears to focus on relaxation, they infused their new bars with L-theanine and lemon balm extracts, two botanicals proven to help ease stress and promote calm. Since the benefit speaks to the opposite of their flagship bars, a new whole new brand was in order—one that could speak to the chocolate’s soothing qualities while communicating the undeniable deliciousness of the dark and milk chocolate varieties and appeal to busy professionals.
CALM DOWN WITHOUT SLOWING DOWN
A key challenge of Mello’s story was getting the benefit just right.It’s not an over-the-counter sleep aid, but something that just helps you take a minute and ease off the anxiety that comes with a hectic life. On the other end of the spectrum, we had to be sure Mello’s story stayed positive and wasn’t about “calming the anger volcano.” With the novel inclusion of botanicals, it had to be crystal clear that the flavor profile was all about premium chocolate.
With a target audience of Millennial women, both in the workplace as well as busy moms, we settled into a soothing, contemporary vibe with a dash of fun—kind of like a cool friend who always helps you put things in perspective.
A MINIMAL APPROACH TO MAXIMAL CHARM
With a tight timeline to get to market, we started with a rapid naming exercise that resulted in the brand’s moniker, Mello. Locked up with the descriptor ‘Relaxing Chocolate,’ the benefit would be hard to miss.
Messaging hierarchy and copy tone leaned into that “cool friend who helps you keep it in perspective,” we elevated the flavor profile, cut to the chase on the botanical benefits, and communicated a friendly, understanding personality. The visuals strike a balance between calmness and fun, with vintage-inspired type, minimalist design and a quirky-but-soothing color palette.
MAGNIFYING the MICROBE to birth a new brand identity.