ABOUT

BACKGROUND
Divine Chocolates is a Ghanain owned chocolate brand, operating in the busy European marketplace. Its Fairtrade credentials were no longer unique as mainstream brands had adopted similar ethical practices.

STRATEGY
Divine needed to switch its focus from being a Fairtade product to a premium chocolate brand of choice, without losing its Fairtrade credentials. Ghanaian cocoa is some of the world’s best and Divine’s chocolate matches it in quality. This, and the Fairtrade credentials were brought together by WMH as ‘Heavenly chocolate with a heart’.

SOLUTION
Adinkra symbols adorn the relaunched Divine packs. These decorative marks are used in Ghana and the Ivory Coast to convey important traditional wisdom and values at special occasions, each holding a particular meaning.
Since the relaunch the brand has expanded into the US, Australia, France, The Netherlands and Scandinavia, grown its range to 50+ variants and won countless taste awards, as well as helping thousands of villagers and farmers.