Say with Chocolate
Say with Chocolate, a cheeky fun anagram chocolate and gag chocolate company.
Challenge:
Say with Chocolate, a cheeky, Perth-based brand specialising in anagram and gag chocolates—approached us in 2020 to lead their official launch. Our mission was to develop a vibrant brand identity and packaging system. The goal was to create a flexible visual language that could easily extend across a diverse and growing range of sub-products while maintaining a playful, "cheeky" spirit.
The Outcome:
The result is a brand identity that feels fresh, colourful, and high-energy. The design successfully balances the quirky nature of a gag gift with a premium aesthetic that stands out in a competitive gift market. By leaning into bold typography and a dynamic colour palette, we established a cohesive look that resonates with customers looking for a fun, Perth-made alternative to traditional confectionery.
Say with Chocolate is sold under the Glitter Bomb Your Enemies umbrella: https://www.glitterbombyourenemies.com.au
Strategy & Approach
Discovery & Strategy.
Over a one-day facilitated session, we surfaced the core challenges facing Say with Chocolate. Through this process, we prioritised the business goals alongside customer needs, uncovering how the existing branding was impacting the acquisition of new clients. This deep dive became the foundation for the brand’s identity and marketing roadmap from 2020 onwards.
Using a series of strategic exercises, we extracted and refined the brand's key pillars. This defined the "Say with Chocolate" personality, establishing exactly how the brand should look, sound, and act across all touchpoints.
Understanding the customer.
Say with Chocolate sits in a crowded market of endless confectionery options. To cut through the noise, it was vital to define and narrow down the target end-users. We created unique user profiles to represent the brand's diverse audience, painting a clear picture of their demographics, psychographics, needs, and wants.
By defining exactly what the brand stands for and who it champions, we were able to craft a precise positioning statement that grounds the entire organisation.
“For the crazy ones with a twisted mine”
Branding & Packaging
A Versatile Identity.
Our approach to the logo was driven by the need for long-term versatility. The client required a "master brand" structure where the "Say With" element remained constant, while the secondary word adapted to various sub-products. We developed a custom typeface for "Say With" specifically engineered to pair harmoniously with a wide range of secondary fonts and word lengths.
The final architecture features a stacked "Say With" lockup that remains fixed in scale and position. This allows the product text (in this case, "Chocolate") to be right-aligned, providing the flexibility to swap in different fonts and styles without compromising the logo's integrity. This system allows the product-specific typography to take on its own character, expressing the unique "personality" of each treat through letterform design.
Packaging
More Than Just a Box.
Packaging is the first physical touchpoint of the brand experience. We wanted to create a box that feels like chocolate the moment you see it—something so tactile you want to grab it off the shelf immediately.
We developed a custom visual language using organic chocolate swirls and a recurring pattern housed within geometric shapes. These elements serve as a cohesive thread that will be pulled throughout the brand's future marketing materials.
To lean into the brand’s quirky DNA, we utilised every surface of the packaging. Each side of the box features a cheeky "easter egg" message, rewarding the buyer with a bit of humor before they even open the product.
Result:
Results: Led to a successful launch with seamless sub-product scalability.
You focus on your company.
We make it happen.
Before you go!
If you're in need of graphic design services for your business, Made by Campfire can help. We offer a full range of design services, including logo design, branding, business cards, posters, and flyers. Our team can work with you to create a cohesive brand identity that will resonate with your target audience. We also offer flexible payment plans that allow you to choose the amount and frequency of payments that best suit your needs.
Fire up the dial-up and let’s work together: andrew@madebycampfire.com
