Divine Chocolate has undergone a packaging refresh with the new sharing bars landing in stores across the U.K., U.S. and the rest of the world by the end of 2017, and rolling out on the rest of the product range in 2018. The new design taps into consumer trends including demand for transparency on the provenance of ingredients, caring about the nutrition of indulgent treats and their sustainability impact, all of which have accelerated in the last five years.
Divine appointed Lewis Moberly to lead the strategic design development for the change. Great care was taken to maintain important brand assets such as the intricate Divine logo, accents of gold and bold colors, and the recognizable pattern of adinkra symbols. The changes mean the brand is bolder against the cleaner one-color pattern and what makes Divine unique in a crowded competitive set has also been highlighted on pack: "Owned by Cocoa Farmers" in a foiled and embossed in a new quality seal.