Bean to Bar in Madagascar

While more than 70% of the world’s cocoa comes from Africa, less than 1% of chocolate is actually made there. Madécasse is changing that. Their mission is to make heirloom chocolate from bean-to-bar in Madagascar. Our goal was to bring this turn-the-world-right-side-up story forward in a fresh and ownable way.

Client

Madécasse

Services

Strategy
Branding
Packaging
Copywriting
Art Direction
Illustration

Bean to Bar in Madagascar

While more than 70% of the world’s cocoa comes from Africa, less than 1% of chocolate is actually made there. Madécasse is changing that. Their mission is to make heirloom chocolate from bean-to-bar in Madagascar. Our goal was to bring this turn-the-world-right-side-up story forward in a fresh and ownable way.

D's Naturals was started by a young entrepreneur who successfully grew the performance nutrition company to earn almost $10mm in revenue in its first two years. Ptarmak was challenged to move D's Naturals' identity and packaging into the future by leveraging their best-selling product, the No Cow Bar.

Client

Madécasse

Services

Strategy
Branding
Packaging
Copywriting
Art Direction
Illustration

Before the Rebrand

Making chocolate the right way wasn’t enough…the next step was a brand and packaging system that communicated the proposition while breaking through in a wildly competitive category. Using color, a lovable lemur, and hand-rendered mudcloth patterns, we built a brand language that was distinct and anchored in authenticity.

Before the Rebrand

Making chocolate the right way wasn’t enough…the next step was a brand and packaging system that communicated the proposition while breaking through in a wildly competitive category. Using color, a lovable lemur, and hand-rendered mudcloth patterns, we built a brand language that was distinct and anchored in authenticity.

Before the Rebrand

Making chocolate the right way wasn’t enough…the next step was a brand and packaging system that communicated the proposition while breaking through in a wildly competitive category. Using color, a lovable lemur, and hand-rendered mudcloth patterns, we built a brand language that was distinct and anchored in authenticity.

Before the Rebrand

Making chocolate the right way wasn’t enough…the next step was a brand and packaging system that communicated the proposition while breaking through in a wildly competitive category. Using color, a lovable lemur, and hand-rendered mudcloth patterns, we built a brand language that was distinct and anchored in authenticity.

Before

After

Crafted with Care

Who doesn’t love lemurs? Lenny the lemur emerged as an endearing mascot and a symbol of the unique and diverse ecosystem of Madagascar.

From Good to Beyond Good

As the brand grew, opportunities to clarify and expand the mission emerged. Clarity came witha change from “Madecasse” to “Beyond Good”, a name that clearly captures their deep commitment to ethical and community driven commerce. As they expanded their model, manufacturing chocolate in other parts of the world, we developed a system of characters to celebrate each region, setting them up for further opportunities to turn the world right-side up.

From Good to Beyond Good

As the brand grew, opportunities to clarify and expand the mission emerged. Clarity came witha change from “Madecasse” to “Beyond Good”, a name that clearly captures their deep commitment to ethical and community driven commerce. As they expanded their model, manufacturing chocolate in other parts of the world, we developed a system of characters to celebrate each region, setting them up for further opportunities to turn the world right-side up.