NibMor chocolate is both upmarket and organic. It could have dressed itself up in the same old clothes – 'the finest quality' and/or 'we know where our chocolate comes from'. It would have placed itself in pretty good company. 'In company' was not its intention.

The brand was created as a healthy food for active people. That doesn't stand out either. It looked like healthy food for active people. That doesn't stimulate desire

It wanted to stand apart. And it wanted to ignite desire. So it asked creative agency, Pearlfisher New York to create a whole new brand strategy, tone of voice, brand identity, and packaging, where 'whole new' means unlike any other.

The result could be a Vogue cover. You can see the appeal on first glance. Beneath the OMG impact is a lot more clever thinking too.

NibMor was founded by two nutritionists with a love for dark chocolate, eager to share the health benefits of chocolate as part of an active lifestyle. That's admirable but chocolate is mostly about seduction. The challenge for Pearlfisher was to bring enticement to the foreground, expressing the chocolate's healthy point of difference in an alluring way on the crowded confectionery shelf. It had to make NibMor's health benefits the side effects, not its raison d'etre.

The new freestyle logo font with its elegant arm motif gives the brand a smart fashion appeal, where before it had been earnestly healthful. The brand sits now in the realm of everyday indulgences people can feel good about. The allure is not in its ardour, but in its esprit. The hand is used both to create a personality for the brand and as a primary design element to cue the correct portion size for each product in the range. Portion control has always been an integral part of the NibMor food philosophy. Bright colour washes differentiate the brand from its competitors and define variants within the brand. 

"Tess Wicksteed, executive Vice President at Pearlfisher New York commented, "We see Nibmor as the future of chocolate: chocolate with substance; fulfilling on many levels – social, personal and environmental. The project was about defining a clear brand idea and then bringing it to life both visually and verbally."