Our first redesign of OMBAR led to a 40% increase in sales, but premium chocolate was still evolving, with heavy competition coming from new ‘style mongers’ and ‘serious ethical brands’. OMBAR needed to reassert its positioning – by leveraging its Ecuadorian cacao origins and vegan, organic and fair trade credentials in a confident way. We created the opportunity to show true substance through a disruptive and fresh design.

Let the bean speak for itself

Plastering the existing design with claims and badges wasn’t going to do the job. In order to create a real perception shift, we created new visual assets that really telegraphed the brand’s ‘Power of the Bean’ positioning. This was achieved without disrupting the strong shelf footprint the brand already benefited from.
Ocean’s outstanding work has given my brand real momentum. Their repositioning and packaging design has led to reappraisal not only from consumers but global customers too. We now have a brand that sits comfortably in both the multiples and uber-healthy organic stores, across a number of countries. That is some achievement.Richard Turner, Managing Director, Mood Foods Ltd