Cocoa Camino wanted to rebuild its brand for a broader mainstream audience, while creating a system that could stretch beyond chocolate into other food categories. Research and a collaborative brand session revealed the real driver behind La Siembra: building sustainable, vibrant communities for partner producers, workers and families, with food as the shared instrument. That became the foundation for the brand idea: “the joyful food revolution.”

The packaging centres on a hand-drawn map by Chris Haughton, reflecting Camino (Spanish for “path”) and the communities behind the brand. A brighter colour palette moved the brand away from category convention, helping drive a 26% revenue increase in year one.