Choc Factory

In preparation for a re-launch of its products, our agency embarked on a transformative journey and created a new and powerful brand identity for Choc Factory, a brand within the beauty & lifestyle industry that embraces a sensitive and healthy mission, empowering self-love, escaping from beauty standards. The new style was reflected through an ambitious pre-launch campaign, for which a new landing page was built, together with an email marketing strategy and a social media pre-launch setup.

The project was planned to be developed and delivered through several stages with two main goals: re-brand Choc and develop a pre-launch campaign.
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Some milestones of the project were:
- Create a new style that highlights the brand's values and mission better and provides a solid ground for a road map together with the client (documents, packaging, web store, social media campaigns, etc).
- Look more professional by adding important mediums of communication
- Create a buzz and excitement among customers, press and other influencers towards the re-launch of the brand.
- Start traction of the customer base, increasing the brand presence online before the launch of the products
- Create 'coming soon' graphics for the brand's social network profiles and posts.

To create excitement and traction for the brand, a one-page minimalist microsite was developed, setting up the foundations of a future online store at the same time. For this, the acquisition of the domain chocfactory.com was an important step, since it was identified to be essential for the brand and the business.

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CHOC is the self-care brand of Cori Broadus. As a brand for those tired of putting beauty standards above happiness, CHOC is on a mission to empower individuals to confidently embrace and proudly show their unique beauty.

Starting with a strategic re-branding initiative, our visual designer worked on refining their logo and visual language. New style guidelines were created to ensure consistency across all touch-points, establishing usage rules for the logo, colours, typography, imagery and tone of voice. The brand philosophy and values also took shape into a brand manifesto, a tagline and a 'bridge' text that we created together with the client to serve as a concrete and solid guide for the following stages of the project and for future projects as well.

Supporting material was also designed: Email signatures, corporate documents, etc.

The pre-launch landing page was designed to create excitement for the brand; avoiding providing too much away whilst teasing that something big is coming soon. A simple message guides the website visitor to sign up for the newsletter, increasing the chances they become early adopters and advocates of the brand.

The landing page is minimalist, yet showcasing subtle animations through the micro-interactions. A shimmer effect highlights the Choc logo and tagline, the page title, the hover states for the footer links and the 'successful subscription' messages in the subscription form.

An illustration of Cori was included, getting a shimmer effect animation that follows the mouse pointer movement on the screen.

At the same time, the landing page was adjusted to be:
- Accessibility compliant against ADA requirements
- SEO friendly (optimized for search engines)
- Responsive to desktop, tablet and mobile
- GDPR compliant (legally compliant under data protection legislation)
- Integrated into Google Analytics and Mailchimp

The new brand style was then used to design the packaging of the new range of products and is also a key resource in the development of the new online store. Both are to be released later in 2024.

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