With so many luxury chocolate brands hitting the market, Green & Black’s needed brand campaign that demonstrated their unique difference. In the many hours and nights of research we confirmed the taste was so much more intense than other European chocolates. That’s because they sourced the cocoa directly from sustainable farms all over the world and put nothing else in them. So the flavor was more intense. The founder Jo and Craig wanted a truly organic brand and believed in making the best chocolate possible.

They named the brand Green & Black’s. Green for the organic origins and black for the extra dark luxurious chocolate that comes from this process. I saw the simplest solution for their positioning. Something no other brand had — the &. It meant both sustainable, pure, organic AND decadent. I came up with Live in the &. The campaign was made up of dual and opposite words that can exist together representing both sides. The campaign was a success and they brought it to other English-speaking markets. Print, OOH, website, broadcast, and experiential events all brought the message of Live in the & to everyone.

&. It’s in the name. It’s in everything they do.