MIA speciality chocolate
When the team at Kuanza came to us with the idea of co-developing a speciality chocolate brand that was not only sourced, but produced and finished in Africa, our interest was immediately piqued.
Working with amazing brands every day, we had toyed with the idea of creating our own brand in the past, but had never gone so far as to invest in and become shareholders in a brand. It didn’t take much for us to reach a decision – to be part of a brand that would positively impact on communities in Africa and grow new industries, was something we couldn’t pass up on, (and also, who can pass up on chocolate?). So, we signed on the dotted line and got going…
Having a really compelling brand purpose was a brilliant foundation to start from, but the chocolate market is a busy one, so it was important that our brand could credibly compete with market leaders and luxury brands alike. Our chocolate is made from high quality, single origin beans and tastes delicious – so our brand had to communicate this quality, and our ethos, while standing out in a very crowded category. Knowing also that chocolate is often an emotional purchase, and seen as an indulgent ‘treat’, – appealing to our consumers senses was going to be hugely important.
‘Amazing food that does good’ became our internal mantra, and from that came our name – MIA – Food with thought.
Once we had our brand positioning, we started to build our brand world – a bold contemporary brand marque, bespoke illustrated patterns inspired by African artworks, bright vibrant colours and dark luxurious backdrops. This was then brought to life on packaging, sales materials, company collateral and the master brand website – miafoodie.com.
After months of planning, hard work and lots of chocolate, MIA will hit shelves in the UK in early 2018. Watch this space!