Celebrate Divine Women.

The brief.

Divine Chocolate is the fair-trade chocolate company co-owned with Kuapa Kokoo, the Ghanaian cocoa co-operative that supplies its beans, and the farmers are the story it has to tell. It brought us its social and digital marketing for 2017 and 2018: designing and choosing the monthly Instagram posts, managing the account day to day, making a handful of short animations for the feed, and building Celebrate Divine Women for International Women's Day 2018.

The colors, typefaces, logo, and the existing archive of Kuapa Kokoo farmer photography all came from Divine. Everything made on top of them, and every decision about what ran when, came from the studio.

The feed.

Every month had a feature and a working mix underneath it of product, recipe, regram, and whatever the season called for. December 2017 carried the holiday set and the Divine Nights advent series, and January 2018 introduced a refreshed look on the feed. February was Valentines, laid out as a row of typographic cards. In March, ahead of Celebrate Divine Women, a series of quotes from Kuapa Kokoo farmers ran alongside coverage from Expo West.

After the first quarter we reviewed the whole feed: how each kind of post performed, how far each theme reached, and which regram sources were worth returning to. The result pushed the mix further toward the co-operative’s own stories, and the feed carried on that way through July 2018.

The gift box.

For International Women's Day 2018 we made Celebrate Divine Women, a gift built on the idea that a bar of chocolate could carry a handwritten note from one woman to another. Inside the box were postcards and an insert card, and the landing page walked the sender through four steps: receive, open, write, send. Three Facebook ads and a sponsored Instagram story carried it through the week.

The loops.

Four animations supported the year: the gift box opening for International Women's Day, which ran on the landing page, in the feed, and as a sponsored story; a Fairtrade explainer; a Time For Chocolate clock for the mid-afternoon posts; and a St. Patrick's Day bumper. All of them were cut square for the feed and tall for stories, and built to loop.