Premium chocolate brand Seed and Bean was struggling to stay afloat, failing to land listings with big-name retailers who called out their sub-standard packaging as a reason for refusing to buy. Seed and Bean required a new identity that would help them secure a listing at Waitrose, where they would need to stand out on shelves in a hotly-contested category. The resulting design uses an instantly recognisable kaleidoscope motif, communicating Seed and Bean’s brilliant flavour combinations while encouraging impulse purchases in the store environment. It’s worked, brilliantly. Not only did Waitrose start stocking the range, but so did other design-conscious retailers, including Selfridges and Whole Foods. Sales in existing stockists doubled, and overall turnover has more than tripled to over £900k. Seed and Bean is now exporting to 22 countries, and has tripled its purchase of Fairtrade chocolate – helping small-scale farmers and growers in developing countries to improve their lives and communities.