Last year, Interbrand had the delicious pleasure of working on a new brand identity for ethel's chocolate, part of the Mars family of brands. In fact, this very special chocolate is named after Ethel Mars, who created some of the original recipes in her kitchen as far back as 1911. The brand was created in 1981 by the company's founder, Forrest Mars Sr., as a tribute to his mother. How sweet is that?
Our job was to breathe some fresh life and modern sensibility into the brand to give these great chocolates the attention they deserve. We are proud to see our efforts come to life in ethel's Las Vegas retail stores, where their new verbal and visual identity has been rolled out.
The brand will continue to phase in its new identity over time, but the first step was introducing the labeling system Interbrand created to their existing packaging. The look creates a much more vibrant presence on shelf and gives consumers the feeling of a bespoke product. Rest assured, all of the chocolates are finished by hand and made without preservatives, so they deserve to be showed off in a special wrapper.
Get on their website or get yourself to Vegas and try some for yourself. We’re placing our bets on brown.