Green & Black's
A husband and wife team launched Green & Black’s in 1991, but after building their organic chocolate brand over eleven years found they had difficulty growing it further.
The positioning and strategy behind the name is based on ‘green’ to represent organic, while ‘black’ denotes the 70% cocoa content. At the time their chocolate looked almost physically black compared to Cadbury chocolate. Their key messages were about representing quality, style and being distinctive. The supermarkets believed the product had a limited market with organics being its main point of difference.
Mark Palmer, the company's marketing director, says: "It confirmed my feelings that we had a great product that we were presenting in the wrong way, saying that unless you are signed up to the green brigade this is not for you."
The couple decided to reposition their range from an organic product to that of a luxury premium chocolate. They accomplished this through changes to the branding and graphic design of their identity and packaging.
Before proceeding with the design process they spent time on measuring feedback from their audience. Their spend on rebranding the whole look and the perception of the product range was against a very tightly defined market. They decided to extend their market to appeal to two new sectors; people in an older demographic driven by quality as well as people who were food lovers but time poor. Up until now they were targeting two other segments, people you could categorise as foodies and people who were concerned primarily with organics.
They commanded a premium and concentrated on creating a great experience of the brand by helping the consumer to discover the product. They wanted people to find their product, taste it, love it and spread the word.
The rebranding process, which involved research, strategy and design, paid off. In 2006 the brand realised an amazing growth of 789 percent. They are now the fastest growing confectionery brand in the UK that is totalling 60 million in international sales.