Johnny Doodle
Born
to be real
Man with a mission
Johnny Doodle
The Challenge
In a traditional chocolate market, we were asked to build a disruptive, bold new brand from scratch. The mission: create a brand strategy and packaging design that would spark shelf impact, ignite brand love, and challenge category conventions — both in retail and lifestyle trends.
Strategy & Design Approach
We crafted Johnny Doodle: a rebellious, independent brand with a clear personality — Born to be Real. A brand built on great taste and big character, designed to rally a community of chocolate lovers online, in retail, and at festivals. The strategy was to create maximum distinction through bold storytelling, authentic values, and engaging experiences.
Visual Identity
The logo — a megaphone — amplifies Johnny’s voice: outspoken, unapologetic, and fun. The packaging design flips convention by turning the uncoated paper’s inside out — a raw, black & white exterior filled with playful illustrations, while the premium inlay tells the serious story of fair trade, farmer impact in Ghana, and Johnny’s values.
Results
The result: a standout brand design that commands attention in retail, drives social engagement, and builds a lifestyle brand beyond the product. Johnny Doodle transformed from a challenger into a beloved brand, with a unique, trend-forward position in the chocolate market.
