Say hello to Mello.

Mello is a line of premium chocolate infused with soothing adaptogens that help promote relaxation and stress relief. It’s a non-drowsy delicious way to help you relax and wind down your day, available in dark and milk chocolate varieties.

While working at Tether, we were tasked with creating the brand, identity, chocolate molding, packaging design, landing page, and a social media toolkit for their product launch. The makers of Mello wanted their brand to feel on-trend and to fit within current emerging wellness brands. It needed to be fun and approachable, a little bit punchy, design-forward, with a minimal aesthetic.

Building the Mello brand, above all, meant expressing its essential brand characteristics and product benefits – a decadent chocolate treat with an upbeat vibe. We created an identity that’s typographic forms feel mellowed out and a color system that was inspired by old-school Italian confections. The brand green hints at the benefits of the chocolate coming from botanical sources. We created an alternative version of the logo with a winking O – a fun surprise that tells consumers this chocolate is different.

BRANDING | PACKAGING | PRODUCT DESIGN | DIGITAL | SOCIAL
STUDIO: TETHER | CREATIVE DIRECTION: DANIEL PETRZELKA