Innocent is a new sugar-free chocolate with active ingredients that block carbs and fat, making it the world's first healthy chocolate. The challenge was to educate consumers about this new to-good-to-believe product and overcome the common perception of chocolate being everything but healthy. 

​

We created the brand identity around clever and unpretentious messaging that explained the product benefits. This allowed us to brand and educate in one, making the most of a small budget.