WILD JOY THROUGH CHOCOLATE
With the success of its signature chocolate line, Chuao Chocolatier began examining its sourcing practices and broader brand purpose. As Brand Manager and Creative Director, I worked closely with the executive team to plant the seeds of change internally, guiding the brand toward sustainable sourcing. On the business side, we identified an opportunity to reach a growing conscious, active-lifestyle demographic — a path that would also expand Chuao's distribution into retail channels that are highly focused on eco-friendly products.
Moon Bark was born from an internal innovation lab and developed to blaze a new trail for the brand. Built around sustainably sourced ingredients, Moon Bark was designed to share joy through deliciously engaging chocolate. The tagline "Wild Joy" sat at the heart of the new brand, brought to life through imagery celebrating the outdoors, nature, and adventure — with chocolate always along for the ride.
