Divine is doing things differently, showing the world how a social enterprise can compete and thrive on a global scale.
Divine is a social enterprise, 44% owned by cocoa farmers of whom over one third are women. The organisation pays Fairtrade prices plus a further premium, as well as providing support grants for investment in cocoa plantations and communities in Ghana. But Divine faces the advertising might of global chocolate brands such as Suchard, Lindt and Mondelez (Green & Blacks), as well as smaller artisan brands in both the UK and US.
In re-designing and building a new Divine website we needed to find a way of getting cut through with its progressive and enlightened way of doing business, Divine’s key brand differentiator.
The facts and figures about Divine are impressive: established in 1993; 44% owned by Kuapa Kokoo Farmers’ Union, a co-operative of 100,000 cocoa farmers in Ghana; a first in the Fairtrade world; award-winning chocolate. But this detail can become overwhelming and distract from the product itself, so we needed to find a better way of communicating what makes Divine special.
Instead of trying to work with facts and figures, we chose to tell a series of stories through the lives of the people that are a part of Divine: the farmers, their families, the Divine team, their passion for chocolate. By using this rich narrative approach we were able to communicate the emotional brand strengths of Divine. The site allows the visitor to easily navigate this content with organic and gentle transitions and subtle micro interactions that are consistent with the brand’s alignment with sustainability. see: https://www.divinechocolate.com
For confidentiality reasons we are not able to release details of the website performance.
Divine Chocolate Website Design
Telling a rich brand story, as well as selling chocolate, Divine is doing things differently, showing the world how a social enterprise can compete and thrive on a global scale.