Description
Globus—a startup project for premium, handmade chocolate with a full bean-to-bar production cycle. The project objective is to create a brand platform based on category research.
Bean-to-bar is a chocolate production method in which the fermentation, roasting, and subsequent processing of cocoa beans all take place within a single workshop. This translates from English as «bean to bar.»
Problem Statement
Problem: The new brand lacks history and tradition, while competitors possess it.
Solution: Emphasize the origin of the beans and the production method.
Goals and Objectives
Goal: To launch a premium, handmade chocolate startup brand
Tasks: To develop a category language and define verifiable proof of craftsmanship
Visual Exploration: «From Bob» — Deconstructing Artisanal Chocolate Brands. I am investigating competitors from both visual and narrative standpoints—examining their brand history, business model, and points of sale. This research culminates in a brand brief: identifying which forms of craftsmanship authentication are effective and which are impossible to counterfeit.
Competitors and Benchmarks
Benchmarks: Bonnat; Bonajuto; Mirzam; Omnom; Naive; Raaka; Marou; Taza; The bean-to-bar chocolate market itself does not have clearly defined leaders.
Competitor Archetypes
Target Audience
In the world of premium chocolate, there are three main reasons to buy: a gift, a souvenir, or an exploration of flavors.
GLOBUS Brand Platform. Archetypes
GLOBUS Brand Platform. Geography + Chocolate
The Globus brand merges geography and chocolate. For a bean-to-bar brand, this means being able to speak to the origin of the beans. For a chocolate bar, it means the ability to break along the fault line of tectonic plates. For a chocolate candy, it means being able to serve as an illustration of the Earth’s layers when sliced.
What is required to get started?
MVP: three tiles with different flavors, first batch, shelves in several locations (coffee shops, niche stores).
