The chocolate business isn’t nearly as sweet as it looks. It’s crowded with middlemen, mass production, and marketing gloss, leaving farmers underpaid and consumers disconnected from what real chocolate can be.

Beyond Good was built to change that by bringing heirloom cocoa and direct trade practices straight from Madagascar to the shelf. But after a name change from Madécasse, they needed a way to reconnect with Whole Foods shoppers and reignite their mission.

In a category obsessed with indulgence, Beyond Good’s biggest differentiator wasn’t flavor. It was fairness.

We realized that by celebrating their impact as much as their taste, we could turn “ethical chocolate” from a niche idea into an irresistible movement. This wasn’t just about better chocolate. It was about a better way to make it.

We built a campaign around one simple truth: the name says it all. “Beyond Good” became both the message and the mission brought to life through a distinctive voice and a campaign design anchored in their bold, recognizable packaging.

By leveraging the brand’s signature color, type, and shelf presence, we bridged every communication touchpoint back to that instant moment of recognition.

The result was a campaign as authentic as the chocolate itself. Clear, proud, and impossible to miss. Beyond Good reintroduced itself to the world with confidence, reconnecting with conscious consumers and reinforcing its role as a brand that delivers on both flavor and fairness.