🤤🍫 TCHO 🍫🤤
Chocolate. Fair & Square.

BACKGROUND: 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 created a need for a whole new brand identity, worthy of their altruistic mission while keeping things light and fun. It’s just chocolate after all.

THE IDEA: Inspired by the 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.

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 themes of exploration and joy to the premium chocolate category. Our work also entailed a website overhaul for desktop and mobile.

💝 Cause Related Bars 💝

To keep things fresh, we’ve created several cause-related bars where 10% of the sales proceeds are donated to various organizations.
“DEEP DARK & SALTY” a sea salt dark chocolate bar with the Monterey Bay Aquarium
“GRIZZLY BERRY” a blueberry and blackberry dark chocolate bar in partnership with the Oakland Zoo
“WILD THANG” a truffle infused dark chocolate bar in partnership with AZA (Association of Zoos & Aquariums)
”CULTURE SHOCK” a dark chocolate bar with pop rocks for the Museum of Pop Culture in Seattle
”DARK & ZESTY” an orange infused dark chocolate bar for the Florida Aquarium

🤝 Collab Bars 🤝

We’ve also launched a series of collab bars with other Bay Area brands.
“PERFECT MATCHA” a strawberry matcha bar with Third Culture
“HOPPY HOUR” a hop-infused dark chocolate bar with Fieldworks Brewing | They also created a chocolate stout “BAR HOPPIN’” which we branded
“DIRTY CHAI” espresso + chai tea infused dark chocolate with Equator Coffees

✨ New Flavors & LTO Bars ✨

“OAT MY GAWD” TCHO’s first oat milk chocolate bar
“CHOCO BLANCO” a dairy-free white chocolate bar (the name was a clever trick to get around FDA requirements that white chocolate must contain milk)
“DARK & SALTY” a Pink Himalayan Salt bar
“CHOCO NATCHO” a nacho flavored bar as a PR stunt for the Super Bowl and yes, it was disgusting
Various LTO holiday packs: “SWEET THANG” (Valentine’s Day), “DARK MAGIC” for Halloween, and “SNOW PROBLEMA” for the winter holidays

The Team

Agency: Super Okay
Design Co-Director, Partner: Robert Medkeff | Design Co-Director: Anthony Cappetta
Creative Director, Copy: Nate Totten
Managing Director, Partner: Rob Hubbert | Designer: CJ Draper