FIRETREE

Creating a ‘category of one’ for the world’s first super-premium chocolate brand.

THE CHALLENGE

Firetree, a start-up from Peterborough, had an incredible product – an expertly crafted range of single-estate dark chocolate. Each variant had its own distinct taste notes, created from sustainably sourced cocoa beans harvested from remote, volcanic islands.

The founders had identified a unique opportunity – there was no brand leader in the super-premium chocolate category and they set out to own that space. But beyond the product, they were starting the branding from scratch.

In a cluttered, regulated category where everyone is using the same core ingredients in order to be classified as chocolate, it’s a challenge to be distinctive.

REDEFINING DESIRE

The provenance of the Firetree cocoa beans is fairly unique – they are exclusively sourced from volcanic islands. To escape from a category of sameness, we created a new sub-category – volcanic chocolate.

We developed a colour palette unique to firetree – with ash undertones and colours that semiotically indicated the taste notes of each variant.

We commissioned Andreas Nicolas Fischer, an artist who specialises in algorithm generated art, to develop the look and feel of the packaging artworks; the texture – a balance of lava-like flows and melted chocolate.

The result was 7 bespoke artworks that allude to the smooth texture and natural tastes within.

PROVOKING ACTION

With an initial launch at London Taste Festival, Firetree has seen quarter on quarter growth since launch.

With a partnership with Gin Craft Club and distribution in Harrods, Ocado, Holland & Barrett, the future is looking sweet for Firetree.