Shelter Chocolate
Pleasure with purpose
THE ASK
To revive Shelter’s lacklustre chocolate range and turn it into a festive best-seller. It had to be giftable and joyful, while still carrying the weight of a serious cause: homelessness at Christmas. The task was to connect chocolate’s pleasure with Shelter’s purpose without one drowning out the other.
THE TURN
We leaned into hedonism and dark humour. Bars shouted selfish cravings like “I’d drop everything for chocolate” and “Chocolate is the answer,” then flipped the script with a punchline: every indulgence fuels the fight for housing rights. Bright colours and bold type made the packs irresistible on shelf, while the collective joke turned private pleasure into togetherness and public action.
THE SIGN OFF
Shelter’s chocolate went from overlooked merch to a loud, joyful act of protest in foil and paper. Pleasure made powerful.
ROLE
Consumer Research, Brand Strategy, Packaging Direction.