At the helm of Armo are two passionate chocolatiers who were fed up by exploitative practices in the industry and believed things could be done differently. Right now, there is slavery on Cocoa farms in west Africa despite the pledge to end it made by industry giants nearly two decades ago. Unfortunately, exploitation doesn't end there. The dairy-use in chocolate adds to the issue making it one of the most problematic foods you can find on the supermarket's shelves today.
When founders, Amy & Jeffrey, decided to create their own brand - they knew they wanted to be a part of the solution, whilst not compromising on the end product. With Amy's gift for creating the top culinary experiences and a passion for plant-based recipes, she was able to create vegan milk chocolate that tasted just as indulgent, as its dairy version. Whereas, Jeffrey's knowledge of the industry's logistics within the supply chain made a massive difference when sourcing cocoa directly from farmers and ensuring 100% slave-free product. A combination of two talents and passion for achieving a new industry standard produced the desired USP.
When founders, Amy & Jeffrey, decided to create their own brand - they knew they wanted to be a part of the solution, whilst not compromising on the end product. With Amy's gift for creating the top culinary experiences and a passion for plant-based recipes, she was able to create vegan milk chocolate that tasted just as indulgent, as its dairy version. Whereas, Jeffrey's knowledge of the industry's logistics within the supply chain made a massive difference when sourcing cocoa directly from farmers and ensuring 100% slave-free product. A combination of two talents and passion for achieving a new industry standard produced the desired USP.
With our workshops (specially designed to deep dive into discovering the brand's core), we were able to achieve clarity and alignment. We identified challenges for growth and addressed them with prioritised goals followed by a clear action roadmap, that was achievable within the next 6 months. We have gained a necessary insight into who the brand is and its personality, setting forth its voice and aesthetics.
Prioritising customers is crucial to a successful brand strategy, hence why it was important for us to understand the target audience. To achieve it, we came up with 3 customer profiles and translated them into clear customer journeys. This sparked ideas and solutions for future branding and marketing plans.
Prioritising customers is crucial to a successful brand strategy, hence why it was important for us to understand the target audience. To achieve it, we came up with 3 customer profiles and translated them into clear customer journeys. This sparked ideas and solutions for future branding and marketing plans.
STRATEGY
THE STORY
Brand Strategy
Brand Naming
Messaging
Visual Identity
Collateral Design
Retail Packaging
Postage Design
Brand Naming
Messaging
Visual Identity
Collateral Design
Retail Packaging
Postage Design
CHALLENGE
To help design the brand that would be rooted in strategy and reflect the founder's values. Another objective was to create a packaging experience that would excite the customer and provide a luxury experience.
OUTCOME
The visual attributes from the brand concept set the tone for the creative direction: bold indulgence. Additionally, we had five unique chocolate flavours with a vibrant palette to enrich our ideas. We have incorporated high-end printing techniques to give the identity and packaging the premium look and feel evoking indulgence. The result is an identity that fuels recognition, stays true to the brand's core, and emotionally connects to people.
DESIGN
PHASE ONE: BRAND CONCEPT
PHASE TWO: VISUAL IDENTITY
Successful launch of the brand with a design that stands out from the shelf competitors and increases product desirability. Brand strategy has provided a clear action roadmap for the retail rollout.
DELIVERABLES
NAMING
Once we got well aquatinted with who the brand was, it was time to give it the name it deserved. While visual identity will inevitably go through revisions over time, the name will likely to always stay the same. This is why we never attempt to name a brand before conducting brand discovery.
This is a company that is built on compassion and is united by a major cause, and we aimed to achieve the following 3 qualities: emotional meaning, associative potential, and memorability. We went back to the founders' Finnish heritage and explored the possibilities of the language until we came across the word 'armo'. It translates from Finnish as mercy, which literal definition is: an act of kindness. ARMO is an act of kindness.
This is a company that is built on compassion and is united by a major cause, and we aimed to achieve the following 3 qualities: emotional meaning, associative potential, and memorability. We went back to the founders' Finnish heritage and explored the possibilities of the language until we came across the word 'armo'. It translates from Finnish as mercy, which literal definition is: an act of kindness. ARMO is an act of kindness.
