BEYOND GOOD
GROWING ACROSS WHOLE FOODS AND BEYOND
ISSUE
The chocolate business isn’t as sweet as it sounds. It’s a world with too many middlemen who walk away with too much of the profit. Where beans are stripped of their natural taste and farmers are treated like photo-ops. Where people have been blinded to the beauty of what real chocolate and vanilla can be.
Beyond Good’s mission is to change how the world experiences chocolate and vanilla. They came to Door No. 3 needing to better communicate their north star and reintroduce themselves to the Whole Foods shopper after a name change (formerly Madécasse). They had the mission but lacked a well-crafted, motivating story that would rise above the static and misinformation that plagues their crowded industry.
ANSWER
The name says it all: Beyond Good. Not just in taste, but in practice. Through quality heirloom cocoa beans and their “direct trade” model, chocolate has never been better. We brought this story to life with an ownable voice and a campaign design that built upon the brand’s most recognizable asset – its packaging. Using a combination of brand color and new typography, we developed an aesthetic that bridges all communication touchpoints to what shoppers see on the shelf. The result? Not just good, Beyond Good.
“Door No. 3 was the first agency that I’ve worked with that was able to bring a brand to life with words. It’s almost a given that an agency will have creative design talent. What is not a given is that the agency will accompany that creative talent with game-changing prose. Door No. 3 does and that’s what separates them from the pack.”
VP of Marketing, Beyond Good
