Case Study
Brand Identity · Web Design
A brand as rich and warm as the chocolate itself.
Five years building the identity and web presence for a premium stone-ground chocolate company.
The Challenge
Stone-ground artisan chocolate is a niche that most people don't know they want until they taste it. GoDark Chocolates needed a brand and a website that could communicate the product's quality and personality to both chefs and direct-to-consumer customers — without borrowing from the usual premium-chocolate playbook of dark backgrounds and minimal luxury.
The Approach
Lean into the warmth and origin of the product. Tropical color palettes, bold typography, and a personality that felt handmade — not mass-produced. The brand had to work on packaging, on screen, and in the mind of someone discovering GoDark for the first time. The website needed to sell as well as it told the story.
01 — Brand
Tropical, bold, and honest about what it is.
GoDark's identity started with the product itself — stone-ground, small-batch, tropical in origin. The palette drew from warm earthy tones and island vibes: a counterpoint to the minimalist-luxury approach most artisan chocolate brands default to. Logo, typography, and color system were built to feel alive and intentional — not fussy. The goal was a brand that could hold its own on a shelf next to premium products while still feeling accessible and warm.
Brand board coming soon
02 — Web + Product
A website that sells and tells.
The website was built to showcase the product range while communicating the care behind it. Each chocolate variety got its moment — flavors, formats, the story of how it's made. The site balanced e-commerce function with brand storytelling, because GoDark's customers buy with their eyes first and their values second. Photography was chosen to feel warm and real, not studio-artificial.
Five years. One honest brand.
GoDark ran from 2017 to 2022. Over five years, the brand grew with the product — adapting to new flavors, new formats, and an expanding customer base. The creative work supported a business that genuinely believed in what it made. That's the best kind of project: one where the brand and the product are actually in sync, and where what you're selling is worth selling.
The work.
Brand
- Logo & wordmark
- Color palette
- Typography system
- Packaging design direction
- Brand guidelines
Web
- Website design
- Product pages
- E-commerce UX
- Copywriting
- Photography direction
Ongoing
- Brand evolution
- New product launches
- Web updates
- Date
- 2017–2022
- Company
- GoDarkChocolate.com
- Role
- Brand design + Website
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