Though the company is based in DC, we looked to Brazil to find inspiration. Taking to heart the ecologically minded chocolatier, we developed packaging that put their mission to the forefront. Using symmetrical design, illustrations of tropical foliage against white and a hint of gold threaded throughout, the rich clean packaging made the chocolate bars breakthrough the clutter.

We used color to highlight Harper Macaw’s mission and brand personality, colorful illustrations of indigenous plant life and endangered species from the Brazilian rainforest spoke to the sustainable nature of the brand while also creating a sense of energy and fun. Juxtaposing a simple gold foil grid over bold tropical imagery was thoughtfully added to carry design through from packaging to the product. The identity was created to evoke the feeling of a tribal mask while paying tribute to Harper Macaw’s namesakes, the Harpy Eagle and the Hyacinth Macaw. Two endangered species from Brazil’s rainforests.

After the first production run, Harper Macaw’s chocolate is sold by over 50 retailers in the DC Metro area, but a majority of the sales are being made during factory tours or online. They are projected to double their volume of sales for 2016.

Chocolate is typically a pleasure/impulse purchase, and craft chocolate sells at a premium price point. Our decision to use black, white and gold foil was made to take Harper Macaw out of the prescribed thinking of what environmentally conscious means; instead we created an eco-friendly, luxury identity to underscore the high quality of the chocolate and Harper Macaw’s sustainability mission.

Harper Macaw is a bean to bar craft chocolate manufacturer on a mission: turn chocolate into a force for tropical reforestation. Sourcing cacao directly from select farms in Brazil’s Atlantic and Amazon rainforests, they then work with non-profit partners to reinvest a portion of each sale in rainforest restoration and protection. Our partnership with Harper Macaw began when we were approached to design their packaging and identity. A start-up with a vision “to be the most admired chocolate brand, actualizing positive environment and economic change in cocoa-growing regions,” our challenge was create breakthrough design in a cluttered space.

Project Budget - > $30,000 USD

Product - 40,000 units Q3/4 2015