Two ways smiles
What you don't see in an ounce of chocolate
Communication campaign
Logo design
Visual communication
Animation / Video
Sales material
Chocolate has never been magical—even though its flavour may seem so—behind every ounce there is soil, rain, hands and patience. A long and demanding journey, much like the challenge that lay ahead of Chocovic.
The assignment went beyond designing a campaign: it was about translating a real commitment into a comprehensible narrative that would stand the test of time. During the process leading up to 2025, the brand had to explain—without hiding anything—the path towards a very specific goal: that all its products contained 100% sustainable cocoa.
Since 2016, through its Cocoa Horizons foundation, Chocovic was already working alongside cocoa-producing countries to improve education, working conditions and the local economy. El desafío no era empezar ese camino, sino hacerlo visible, cercano y entendible mientras estaba ocurriendo.
This is how Two Ways Smiles was born: a campaign designed to accompany this process and focus on the people who make it possible, from origin to end consumer.
A strong campaign is one that translates a brand's values into stories that truly connect with people.
At Vibranding, we understood that this project needed more than just well-intentioned messages: it needed its own visual language.. A style that could explain complex realities in a friendly manner, without sugarcoating or concealing them.
Illustration became the foundation of the campaign’s narrative. Through an approachable and full of personality hand-drawn style, we manage to put a face to concepts such as early childhood education, responsible agriculture, clean energy and fair trade.
Because talking about sustainability does not have to be solemn: it can be natural, approachable… as human as a bite of chocolate.
Storytelling as the centrepiece – The video was the backbone of the campaign. An audiovisual narrative that summarises the main message and sets the tone for the rest of the actions.
A journey that goes from the cocoa farms to the smile of the end consumer, without shying away from the harsh reality — poverty, child labour, deforestation — but clearly showing what is being done to change it. The smile thus becomes the common thread running through the entire story: a smile that goes back and forth.
An identity at the service of the message – The campaign needed to be recognisable over time, coexist with all existing Chocovic packaging, and adapt to multiple formats. To this end, we designed a flexible visual identity, conceived as anchoring system rather than as the main feature.
The Two Ways Smiles typographic logo acts as the focal point of the story. A simple gesture that connects letters and words like someone linking two shores with a bridge, reinforcing the central idea of the campaign: connection between producer and consumer, between origin and destination.
A campaign that unfolds, not launches – Two Ways Smiles was conceived as a global, living campaign, designed to unfold throughout the journey towards 2025.
Packaging, sale points, graphic materials, roll-ups, banners, social media and digital pieces are all part of the same narrative system. The campaign acts as a constant reminder of an ongoing commitment, present at all points of contact. Each application reinforces the same idea: this chocolate is not only enjoyed for its flavour, but also for the responsible journey that brought it here.
Sweet reward – Cocoa travels thousands of kilometres before reaching the table. This campaign also followed its own path: from commitment to communication, from concept to narrative, from design to emotion.
And when the client and the studio share the same smile at the end of the journey, we know we have succeeded.
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