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case study

  • the challenge

    To break into Vancouver’s mature and competitive chocolate market with a unique and meaningful proposition, supported by a new and compelling brand.

  • the approach

    Position chocolate as a necessity versus a luxury, identify key differentiators and build a brand and identity around these. Roll out through all touchpoints.

  • the result

    Devotées and evangelists continue to build the brand through word-of-mouth and web sales.

As a new company, Mink Chocolates required an overall brand strategy and implementation solution. Striving to become differentiated from their competitors, we fostered a strong, contemporary corporate and product identity. Emphasis was placed on developing a new line of 33 uniquely-flavoured and designed chocolate bars, design and development of custom Mink gift boxes, dynamic café exterior and interior signage, point of purchase product marketing, environmental signage, redeemable Gift Card program as well as a strong product-focused, marketing website.

With the unique bar designs and retail Chocolate Café presence, we created an integrated marketing program where products were featured both in store and online. A Gift Card system was created to garner greater interest and promote participation at the retail outlet. Traditional media was used to drive prospective and existing client consumers to the website, including newspaper, TV and magazines.

The roll-out of this new brand led to immediate success for Mink Chocolates and has fostered significant partnerships with corporate Vancouver. New client results and retail sales exceeded forecasted earnings. Mink Chocolates reported a significant increase in walk-by traffic, due to the overall integration of the new brand signage, brand packaging and overall POP treatment. As a result, consumer interest for Mink Chocolates’ products increased significantly.

But really, when you've got chocolate, isn’t everyone your best friend?