TCHO
TCHO radically transformed their business to become a Certified B Corp, go 100% plant-based, and create all new flavors for their beloved bars. Their dedication to creating a whole new TCHO needed a whole new brand identity worthy of their altrustic mission while keeping things light and fun. It’s just chocolate after all.
For a company that was doing so many things right, they’d had a difficult time capturing the richness of their story. Armed with the brand’s history and inspired by their dedication to their values, we created a strategic platform to tell their story and empower them as they hit the market with a new tagline. ‘Chocolate. Fair & Square.’ — which became a central idea for the brand, succinctly capturing both the product itself and the brand values in just four words.
![](https://freight.cargo.site/t/original/i/1bfb2a56759e2356ddd54a71c8a17c4651e60030a4393c8f30c21262e755cf2d/19_Bar_Hero.png)
![](https://freight.cargo.site/t/original/i/390d575c78c9fe2be2c72e045cb3dbd72c83cc95bbc199db6505a6cb0ccb0667/01_TCHO_FlavorLust.png)
![](https://freight.cargo.site/t/original/i/303be584c7d80bb60dcf78972ddf476c048ea7f139620f0baee9b0e2988d5d6f/21_GiftBox.png)
![](https://freight.cargo.site/t/original/i/7ff5522eaf9a855bd5b11acf7362fcf873e70bf6c9082f0d6cdc6482a3e961b8/14_Baking_Hero.png)
![](https://freight.cargo.site/t/original/i/e42db2e9713d60d4c844f6f73758b2f722aa5eed7e4cf498745d61ac3475c19e/01_FlavorLust.png)
![](https://freight.cargo.site/t/original/i/97c2999ed8cee676cfd6656fd1b0533c46b0a18c21990756532cb79bc0642b10/02_FlavorLust.png)
![](https://freight.cargo.site/t/original/i/e4c859d9edb1cb46b8d2944af9dfc2caddf0bf0e3c7a56db44344bebeec9a351/211203_TCHO_CaseStudy_Gif_01.gif)
![](https://freight.cargo.site/t/original/i/4dadf0eb7c19bcc197cf8dde40f0090c4b0f8f1d466297f50fbd2ea40f360d44/211203_TCHO_CaseStudy_Gif_02.gif)
Brand Guidelines & Toolkit:
We rebuilt the brand from the ground up with an emphasis on breaking through the clutter of craft chocolate and reestablishing TCHO as a pioneer in premium chocolate. From bright colors and playful, plainspoken language to custom crafted type and a photo direction we dubbed “Flavor Lust” the new TCHO brings exploration and joy to the premium chocolate category. Our work also entailed a website overhaul for desktop and mobile.
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![](https://freight.cargo.site/t/original/i/905e5ce99676ecb9fa03225310e64cef4935fe302a193cbc8985a4b046f739c7/09_Strat.png)
![](https://freight.cargo.site/t/original/i/fb64e0b84fa868f7b997e6ee32924f6a4e022b86ce1561560fab74afcacade7e/10_Strat.png)
![](https://freight.cargo.site/t/original/i/2c28ede9c831347422f14d482a5ca6f039c78c129041d33cfcd5633b4ca86382/11_Strat.png)
![](https://freight.cargo.site/t/original/i/2ce1e7f654c64d51743e95b0c88eb2da1aeab11cb8f24015d4b2ca3b974a0308/13_Bars_Checkered.png)
![](https://freight.cargo.site/t/original/i/f97d6498e4eaacc4ebea915963681250de2eb02ee1d55c25b6fa05b5a2403233/02_TCHO_Type.png)
![](https://freight.cargo.site/t/original/i/299dab0380c91cbbe7ef51d6314fd889df95d557a35ebfb22456f6e389217afe/05_TCHO_Source.png)
![](https://freight.cargo.site/t/original/i/50f2636dce7ff9ec73d4e3bf9f4b04ab829da76d32af0e553ebaf062c761be87/22_TCHOSource_Melted.png)
![](https://freight.cargo.site/t/original/i/82cae8faceeb880a5ce516087ea2d128c64084bd7f647a38f916b82f3d7da942/23_TCHOSource_Beans.png)
![](https://freight.cargo.site/t/original/i/5226f92d57fee37b6c3ebaa2eca747352734989198d8dbd361f5354932cccb39/27_TCHOSource.png)
![](https://freight.cargo.site/t/original/i/45e558d8c1ed6ac67616667d0b9df91f879338e8e8b143050ea41a4d432a0c60/28_TCHOSource.png)
Collab Bars:
To keep things fresh in the year after the rebrand, TCHO has launched a series of collab bars with other Bay Area brands: “Hoppy Hour” with Fieldworks Brewing which also included a dark chocolate stout called “Bar Hoppin’”, “Perfect Matcha” with Third Culture, and “Dirty Chai” with Equator Coffees.
![](https://freight.cargo.site/t/original/i/05c080e8fa7b4d0bfa051c93f2de45d7a53e74c357351c1ca5458f60824c56d0/Hoppy-Hour-1.jpg)
![](https://freight.cargo.site/t/original/i/a3477c7fdc9e20a81cfb3a0eabebb5809de0f612f5ae8628523b607cda5c2b06/Hoppy-Hour-2-copy-2.jpg)
![](https://freight.cargo.site/t/original/i/53e25424d70874f123bc915ae6c7c449a1d888a61ec6f099eb2ac6e1684cfeb5/Perfect-Matcha-1-copy.jpg)
![](https://freight.cargo.site/t/original/i/882705f3d369734bb7f31cfbcc429015454f098ada9ede5c86affd9ab7362cf3/Perfect-Matcha-3.jpg)
![](https://freight.cargo.site/t/original/i/ad050d45793b1d787bdb182fd0ed6d2af24a4b2a5186aeecf760dfe1b989ded1/Dirty-Chai-2-copy.jpg)
![](https://freight.cargo.site/t/original/i/fe24d21f2db6a94ba85dc3ed37c513350425be0799303438e5c47ef9a260ab78/Dirty-Chai-3.jpg)
Cause Related Bars:
A series of cause-related bars with 10% of sales proceeds being donated to various organizations, including “Grizzly Berry” in partnership with the Oakland Zoo, “Deep Dark & Salty” with the Monterey Bay Aquarium, and “Wild Thang” in partnership with AZA (Association of Zoos & Aquariums).
![](https://freight.cargo.site/t/original/i/909f87248c07605d795fa4f6995f7c6b8b448ceb8358f369c0a8ccfbec44f0d3/Grizzly-Berry-1.jpg)
![](https://freight.cargo.site/t/original/i/5068892e0bd071dac3438f4c267217e24c43761447587b6dad79e15754c90355/Grizzly-Berry-2.jpg)
![](https://freight.cargo.site/t/original/i/79f75c305dbcf23fcbc5898c24882da259fbdca80b7a2ee952322fa9372e7417/Grizzly-Berry-3.jpg)
![](https://freight.cargo.site/t/original/i/78e325a8b5d51f5c5ee1fb851a93153feefc48f53ae10e83a8b3405d79d5014c/Grizzly-Berry-4.jpg)
![](https://freight.cargo.site/t/original/i/4197566fdc4964400d8d819aa9f14567c4a006209b16b474fcd45cc34ea33982/Grizzly-Berry-5.jpg)
![](https://freight.cargo.site/t/original/i/26cca0a4e6c51b06ebee7c39235a479e03553d2ef61050c64f1ea19f62279810/DeepDarkSalty-1.jpg)
![](https://freight.cargo.site/t/original/i/1f8d6e0a8a395b79be67cbbf86b59277be38bbd2acc023706147ed0a99595258/Wild-Thang.jpg)
New Flavors & LTO Bars:
“Oat My Gawd” TCHO’s first oat milk chocolate bar, “Choco Blanco” their first white chocolate bar, “Dark & Salty” a Pink Himalayan Salt bar, “Choco Natcho” a nacho flavored bar / PR stunt for the Super Bowl, and a LTO variety packs for various holidays: “Sweet Thang” (Valentine’s Day), “Dark Magic” for Halloween, and “Snow Problema” for the winter holidays.
![](https://freight.cargo.site/t/original/i/1307deb64c73cfd0a0f018fbefb9127c004662902bd6ce8351a1cca34fa091ec/Oat-My-Gawd.png)
![](https://freight.cargo.site/t/original/i/f74dca87e09f52ffe7c0c15b64ee1c48bb54fb1783abf4f0fef2150b45645bf8/Oat-My-Gawd-2.png)
![](https://freight.cargo.site/t/original/i/9026cf657cf0f8cd760caac65bd1f0416ccbed7938b422b0c0501b04cda4cee2/Choco-Blanco.png)
![](https://freight.cargo.site/t/original/i/59a986644aad3355319f7469db7233d1ce759fd06faaa9914ed1d5d6caac17b2/Dark---Salty-1.png)
![](https://freight.cargo.site/t/original/i/167fbfc6ca827d1c93f4722d9e4ae2f2c8204f84212c3dbac6e9a0d57f45d794/Choco-Natcho-1-copy.jpg)
![](https://freight.cargo.site/t/original/i/89c4b4d3b03940ee28be829da753eb7c31e6cfa30408dd36f5e256459d55781a/Choco-Natcho-2.png)
![](https://freight.cargo.site/t/original/i/84d9d8285863b66fca6857ca4c2a52f839e103a5cb352edbb4ff3faa2c71a24d/Sweet-Thang-3.jpg)
![](https://freight.cargo.site/t/original/i/300513556ec40ae1f7e18bf00ab30c961a26dc85f645ea5341dbc1d867a5b1a5/Sweet-Thang-1.jpg)
![](https://freight.cargo.site/t/original/i/6a1463f4b1d05eeb541a745c9fc3c034d5cd1bc8435aba378a68fdf849661235/DarkMagic.jpg)
![](https://freight.cargo.site/t/original/i/943b39282955dd89dd9a920f83b2f7c9c1a17e6f8a60b05c8199808e598e1cff/SnowProblema-1.jpg)
![](https://freight.cargo.site/t/original/i/41312fb39b189d069086c10b04c0f787681188069e5e99994d15b4423a64e545/SnowProblema-2.jpg)
Press:
Veg News: “Chocolate Brand TCHO Shows Dairy Is Unneccessary: Goes Vegan, Wins Awards, Slashes Emissions” - Article
Nexty Awards “Best New Sweet Snack or Dessert” - Link
Making of “Deep, Dark, & Salty” Colab Bar with Monteray Aquaium - Link
2023 International Chocolate Awards (Americas) - “Perfect Matcha” Gold Winner & “Choco Latté” Silver Winner
Team: