Brand Strategy
Brand Positioning
Brand Communication
Target Audience Framing
Brand Design
Photo Art Direction
Merchandise Design
Package Design
Digital Branding
Social Strategy
Social Content
Copywriting Mastery
Competitive Recon
Consumer Insight Mining
Cultural Scouting
Research + Analytics
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. My 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 product packaging, displays, photo art direction, and styling. Following this success, I 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.
RESULTS
28%+ increase in sales within the first 3 months
Brokers and buyers for retailers KeHe, UNFI and Kroger were ecstatic.
“My team wanted to thank you for the new sales site. It’s helped them communicate quickly and effectively with prospective customers.” - Geoff Goetz, VP of Supply Chain, KeHe
"Thank you for the kind marketing approach. We loved doing this collaboration with you!" - Cindy Gallop, Founder+CEO, MLNP
Kristen Branch
Roxanne Benefiel
Steve Whittier
Graham Sorkin
Nicole Smith
Illustration: Emma Moyers
Photography: Shannon Hudson
Cindy Gallop + MLNP