Chocolate on Purpose
PACKAGING & BRANDING & GRAPHIC DESIGN | 2021
connect & discover
I connected with proud Wiradjuri yinaa ‘woman’ Fiona and her mudyibang (great ally & supportive friend) Jo late 2020 to exploring rebranding to create a vision my aligned to their business dreaming. Within our first catch up to explore their vision, Fiona gave me a bag of their White Chocolate Davidson Plum – and that’s where I discovered what real chocolate was meant to taste like, feel like in your mouth and was delighted to learn about their Bush Food chocolate range. Chocolate On Purpose is a 100% Indigenous owned business born on Wiradjuri Country at the source of the Bila Bula (Belubula River), in Millthorpe on the Central Tablelands of NSW.
gather & create
Chocolate on Purpose came on board with our full branding package – Burralgang ‘Brolga’ Embracer Package. Their package included with additional add ons: Logo package, stylesheet, business cards, thank you cards, social media tiles, instagram highlights, custom illustrations, shop sign creation, PDF presentation template, website banner, hamper tags, pull up banner and more to come.
Logo Creation
When it came to exploring the bigger visions behind Chocolate on Purpose, the more I yarned with Fiona & Jo, the more I saw and felt when connecting to their stories & journeys. I like to explore telling of the stories beyond the logo creation however Fiona’s words share the light on it the best – for her words are so powerful and capture every essence of the logo creation:
“This logo tells our Dreaming Story, “The Eagle Spirit created Country and it was a beautiful place; this sacred Wiradjuri Country that connects us to our Old People, and which provides the land we continue to live & operate our business on today. Yindyamarra, the Dreaming Spirit within, then created Chocolate On Purpose to be sure Country was a delicious place as well, and allows us to share this with People living on Traditional Lands across the continent”. Now our Dreaming Spirits, Mayalin (Eagle) & Yindyamarra soar high above us, guiding us to stay true to our Vision for our Mobs, which is “respect for our Wisdom and Honour for our Culture”.
Yindyamarra Dreaming Spirit Creation Story
More heartfelt and beautiful words from Fiona “She’s the heart-beat of our business and her name is a Wiradjuri word meaning ‘to be gentle, to be polite, to respect, to honour’. Our whole branding concept stems from this beautiful word and it’s the foundation of our business motto, Yindyamangidyal Marramarra “With Respect and Honour We Create”. Leticia coaxed Yindyamarra out from our mind’s eye and, together with inspiration from Clare bought her to life in this image, which is one of our Instagram Highlights.”
Style sheet
Chocolate on Purpose colours are drawn from our Mother’s Creations, from our lands, waters, natives & animals
Their key words for guiding their branding are:
CULTURE | CONNECTION | PURPOSE | ENERGETIC | AUTHENTIC | CREATIVE | BOLD
share & embrace
I absoulutely love the journey we have been on together with Chocolate on Purpose, and proud to bring Fiona’s vision to life. Honourly our ancestors, stories, spirits and connection throughout the whole process.
Since my first bag of gift chocolate in our initial meeting, I have purchased many bags of chocolates for my friends and family as gifts and constantly refer my clients & community to them. They are two deadly women! & you can feel the guidance from our ancestors in the deeper creation of their chocolate – for Fiona’s connection to Mother, culture and learnings comes through in every bite. Chocolate on Purpose is more than just chocolate, for it holds purpose.
To read more about their story, purpose and vision OR to buy some amazing chocolate:
