Endangered Species Chocolate
Over 90% of the chocolate market is dominated by brands that focus on indulgence alone. Enter: Endangered Species Chocolate. A bold, mission-driven brand that proves treating yourself and protecting wildlife can go hand in hand.
The challenge? Most people don’t realize that chocolate can be a force for conservation. The brand had to do more than sell chocolate, it needed to spark awareness, inspire action, and make give back as satisfying as each bite.
Impactful, bold, and intentional—I reimagined the brand to put the endangered species at the forefront of the brand, and the bar.
Packaging + Visual Identity Design
When redesigning Endangered Species Chocolate, I was struck by the fact that the one thing that sets the brand apart from its competitors wasn’t at the front and center of their visual identity system. ESC wasn’t leveraging it’s most compelling factor—the animals themselves.
By bringing the endangered species to the forefront, the brand visually reinforces its mission at a glance. The bold, graphic animal illustrations are modern yet playful, and the vibrant color palette has a striking shelf presence that proves being environmentally friendly doesn’t have to be boring and predictable.
Chocolate with a wild side
Who said conservation can’t be fun? The identity is infused with a sense of play to balance out the seriousness of the subject matter. The ESC animals make messages around saving our species more digestible for audiences by being playful rather than preachy. A big, smiling tiger sits next to bold type on the pack, making the brand approachable & lighthearted.
A balancing act
