Divine Chocolate refreshes colour-led identity with new packaging

The farmer co-owned premium brand aimed to strengthen its market position with a new visual identity. Aiming to still retain its heritage, Divine Chocolate partnered with London-based creative agency Wildish & Co. to create new packaging, a refreshed brand toolkit and an updated tone of voice.

Divine Chocolate was founded by cocoa farmers from the Kuapa Kokoo cooperative in Ghana, becoming one of the first Fairtrade chocolate brands in the world. Premium chocolate is an increasingly crowded market, meaning Divine needed to create a visually distinctive identity. 

Divine’s illustrative designs to play a central role on pack. The hand-drawn artwork uses landscape scenes featuring people, farmers’ huts and cocoa pods. The goal is to balance realism with elevation for a warm feeling that brings the story of Ghanaian cocoa farms to life. 

The brand colours, a particularly key element in Divine's identity, were the most apparent design change. Previously relying on traditional dark backgrounds and gold lettering, the chocolate brand struggled to stand out from its competitors. From the brand’s core colours, dark green and cream, Divine expanded to a diverse palette, offering a distinct colour for each flavour. The palette uses pastels with a bright accent and dark lettering to improve shelf standout while ensuring legibility.

“In the confectionery space, it's harder than ever for brands to stand out; a brand story alone isn't enough. We needed to develop a brand with personality and purpose,” says Sam Fresco, Wildish & Co. managing director. “Divine's new brand identity represents a brave change for such an established and beloved brand. By replacing category-standard premium cues with bright, bold colours paired with textured illustrations, we created a new brand system that feels instantly recognisable and ownable, and something that stretches far beyond packaging for them."