The Well Bean Co
Vegan Chocolate Branding
Vegan chocolate branding and packaging design for a London brand fuelling conversations around mental health
Type Of Client
FMCG
Food & Drink
Type Of Work
Brand Strategy Brand Identity Packaging Design
The Brief
The Well Bean Co began in a garden shed, when founder Charlie set out to create a dairy-free chocolate as indulgent as the real thing. Today it’s a London vegan chocolate brand and café with a purpose at its heart – raising awareness of mental health and funding mental health projects. They needed a brand that could tell that story with honesty, while making their vegan chocolate feel every bit as premium as it tastes.
The Work
A vegan chocolate brand with mental health at its heart
Rather than soften the subject, we leaned into it. The brand is upbeat and conversational, with a voice that opens up conversations about mental health and invites people to join in.
Perfectly imperfect emoticons
The identity is built on a language of hand-drawn emoticons, each one reflecting the ups and downs of everyday emotional wellbeing. Deliberately imperfect and human, they build layers of meaning into every pack, creating a brand that feels open, honest and trustworthy.
Vegan chocolate packaging that feels premium
On shelf, the packaging positions The Well Bean Co as a premium, craft chocolate first and a vegan choice second. Organic, plant-powered and Great Taste award-winning, each bar opens to reveal Charlie’s story and a toolkit for wellbeing – turning every wrapper into a moment of connection.
The Outcome
Following our work together, The Well Bean Co secured equity investment and grew its team – with a brand ready to take its vegan chocolate, and its mission, further.
Charlie Claydon, Founder, The Well Bean Co
We worked with Greatergood® on our branding, packaging design and direction for our brand of vegan chocolate. The outcome across the board has been fantastic and extremely well received by our consumers.
Daniel Hinde, Founder & Creative Director, Greatergood® Brands
We knew at the start of The Well Bean project that the brand had quite a few jobs to do. We needed to tell the story of mental health in a way that was engaging and encouraged community and storytelling, but we also needed to derisk our vegan chocolate at the same time – showing a premium superior craft choice. The result is a brand and pack which is clearly positioned differently, but also functions as a premium and excellent vegan chocolate.
How We Helped
Brand Strategy
Vegan Chocolate Branding
Packaging Design
Building a vegan or plant-based chocolate brand – or want to hear more about our work with The Well Bean Co? We’ve spent 20 years creating food and drink brands that consumers buy and buyers believe in. Email us at hi@greatergood-brands.com – or use the contact form below.
