FUNCTIONAL CHOCOLATE

Functional Chocolate creates fair trade dark chocolate bars infused with beneficial ingredients to offer wellness solutions. Positioned as a challenger brand, Functional Chocolate competes in the health and wellness category alongside gummies and supplements that boost sleep, energy, stress relief, libido, and more.

To address category confusion among large-scale buyers, we were tasked with designing a B2B sales mobile-first platform. This platform clearly communicated the brand's unique positioning of chocolate as a wellness product. Our design ensured category clarity, simplified navigation, and clear calls-to-action (CTAs), facilitating an easy purchase process for brokers and the sales force who travel daily. This approach removed previous roadblocks that had disrupted sales.

In addition to the platform, we provided creative direction for merchandise and advertising, displays, photo art direction, and styling. Following this success, we developed a strategy for their social media advertising, including cross-functional campaigns for product promotions, holidays, and seamless marketing calendar assets.

Leveraging our network, we developed, negotiated, and launched a cross-promotional campaign partnership with Cindy Gallop, creator of the Make Love, Not Porn platform, to feature the Sexy Chocolate product. This campaign further solidified Functional Chocolate's position in the market as an innovative and indulgent wellness brand.

team

Roxanne Benefiel
Kristen Branch
Steve Whittier
Graham Sorkin
Chris Peruzzi
Nicole Smith

credits

Illustration: Emma Moyers
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Photography: Shannon Hudson

Cindy Gallop + MLNP