ASK
Traditional hot chocolate brands own the quiet, cozy evening by a fireplace. Cocoa Mang owns the chaos
Launch Cocoa Mang in national retail by establishing a brand identity and a campaign that positions spicy cocoa as an adventurous alternative to coffee.
INSIGHTTraditional hot chocolate brands own the quiet, cozy evening by a fireplace. Cocoa Mang owns the chaos
CONCEPT
Use vintage firecracker packaging and a sloth mascot to show that drinking spicy cocoa feels like sitting front-row to an explosion.
Use vintage firecracker packaging and a sloth mascot to show that drinking spicy cocoa feels like sitting front-row to an explosion.
BEHIND THE MARK
The idea for the mark started right from the slogan: Can You Hang with the Mang? Sloths spend their lives hanging around, and funnily enough, wild sloths actually eat raw cocoa seeds.
PROOF OF CONCEPT
The mark scales across everyday touchpoints, from a melting mug to an après-ski puffer jacket, with both items reinforcing brand values of irreverence and adventure.
The mark scales across everyday touchpoints, from a melting mug to an après-ski puffer jacket, with both items reinforcing brand values of irreverence and adventure.
A SPARK OF INSPIRATION
While reading through the brief, I spotted a small pack of sparklers sittingon the catch-all across from me. I immediately made the association and knew this was the visual attitude Cocoa Mang needed. Rather than modern firework packaging with chaotic fonts and neon gradients, I turned to vintage Chinese firecracker labels. They use deliberate hierarchy and beautiful imagery that make each label feel like a collectible.
While reading through the brief, I spotted a small pack of sparklers sittingon the catch-all across from me. I immediately made the association and knew this was the visual attitude Cocoa Mang needed. Rather than modern firework packaging with chaotic fonts and neon gradients, I turned to vintage Chinese firecracker labels. They use deliberate hierarchy and beautiful imagery that make each label feel like a collectible.
WHY IT WORKS
Firework packaging has stayed gritty and authentic instead of folding into the minimalist wave. Not every consumer brand needs to look clean and sterile. For a bold product like this, the visual system needed to match it’s punchy personality.
Firework packaging has stayed gritty and authentic instead of folding into the minimalist wave. Not every consumer brand needs to look clean and sterile. For a bold product like this, the visual system needed to match it’s punchy personality.