The premium chocolate maker in the UK making cacao from ‘bean to bar’, Willie’s Cacao, is launching seven new products in a new more accessible size, and most notably, branching out into milk and white chocolate.

Photos: BrandOpus

BrandOpus has redesigned the range to strengthen the brand identity and simplify communication. They have developed a new confident and consistent identity for Willie’s Cacao, with the individual personalities of each product evoked through the use of colour and distinctive typography. The result is a simplified pack that achieves greater standout on shelf and is easier to navigate. Willie Harcourt-Cooze is making his delectable single estate eating chocolate available in a new, single 50g square.

“I want everyone to experience some of the awakening I did,” says Willie. “Like fine wines, cacaos have stunningly individual flavours and few things give me more pleasure than watching someone gasping with delight as this realisation dawns. The BrandOpus redesign will be critical to help new people discover and understand he brand,” added Willie.

This smaller size follows the 2011 success of the 50g Fruitful range, with its combinations of cacaos and inclusions like Ginger Lime. Milk of the Gods is made with 44% Rio Caribe, its complex notes of coffee and nuts dancing with the milk. The light, creamy El Blanco is a first because unlike most white chocolates, sugar is its smallest not largest ingredient, and it is made with unrefined cocoa butter so maintaining the distinct notes from the cacao. The new design hits the shelf in Waitrose and top end independents in February.