Latitude Craft Chocolate produces specialty cocoa and chocolate from a sustainable supply chain that positively impacts thousands of households in Uganda. Founder Jeff Steinberg reached out to gauge my interest in helping them rebrand so they could expand for wider audiences across global markets. I loved the social impact they were actively doing, and this has been one of the most exciting companies I've had the pleasure to work with.
To start, I did my own research on chocolate brands and manufacturing, as well as non-chocolate branding and packaging for both trendy and classic markets. From there, we solidified keywords of what the new Latitude Craft Chocolate branding should embody: "Proudly African, Contemporary, Sophisticated, Original, Fun, Witty, and Approachable."
As someone who was quite unexposed to Uganda, I wanted to be extra careful to not generalize or stereotype anything and did detailed research on local events, foods, shops, blogs, and content. There's a lot of "tribal" art within chocolate companies in particular and I wanted to go the opposite route to showcase the contemporary side of Uganda.