Fueling Adventure
Joe Chocolate Co.
What began as tasty trail snacks for thru-hiking friends evolved into a premium, naturally caffeinated business with national retail ambitions so Joe Chocolate Co. asked Headquarters to help them get their brand and communications ready for larger audiences. We worked with them to craft a brand identity and messaging system that effectively communicated their obsession with making simple, tasty, and functional foods rooted in their love of the outdoors.
Brand Strategy
Naming
Tagline
Visual Identity
Packaging Design
Collateral Design
Merchandise Design
Retail Design
Social Marketing
A Brand for All Seasons
Joe’s flexible visual identity system shows up simply in evergreen environments like in retail and on merchandise but gets more expressive on temporary items like tape and paper cups. The ability to adjust the complexity allows for a wide range of expressions that can communicate succinctly or take customers on longer journeys.
Nature on Display
Packaging is color blocked with an abstracted naturescape that references Joe’s history outside, natural paper was used for their natural products which is also unique in the category, and pouch templates had the punched hole offset so they hang at an angle for greater differentiation and impact on retail displays.
Dirtbag Marketing
Limited budgets called for creative marketing solutions. Hashtags encouraged users to tag Joe in their content which was rewarded with products and sponsorships. Outdoor partnerships and thru-hiker gift boxes were central to building word-of-mouth buzz. This guerrilla approach reinforced Joe’s values and authenticity appealing to core customers and wider audiences alike.
#GoJoe, #JoeOutside, #JoeChocolateCo
