Leagas Delaney launches “volcanic chocolate” Firetree

Leagas Delaney is launching a new upscale chocolate brand Firetree, described as “vegan-friendly volcanic chocolate,” which seems to tick most boxes. Firetree beans are grown on volcanic slopes.

The agency is also an investor in the brand which was launched at Taste of London this week. Firetree secured nearly £1m in investment from the Foresight Group in February.

Leagas Delaney commissioned artist Andreas Fischer to create the packaging artwork, based on volcanic imagery and the taste notes of the chocolate. Other work includes brand positioning and narrative, logo creation, commissioned artworks and videos, packaging of seven different chocolate variants, photography and the ecommerce site. The packaging was produced by production house Nirvana and the ecommerce site with Crew Studios.

Firetree Chocolate chairman Martin Frost says: “There is currently no hero brand in the super premium chocolate sector, and our aim is to fill that role with an outstanding product and brand.

“We chose Leagas Delaney based on their expertise in the premium sector and branding, as well as their innovative approach to driving sales and awareness through use of the scarcity model combined with an ecommerce focus. We’re expecting that the discerning consumers we target will identify with our new brand and are excited to hit the market running.”

Leagas CEO Fergus Hay says: “Firetree had identified a clear gap in the market for a disruptive premium chocolate brand, and Leagas Delaney has developed a route to market that gives an unfair competitive advantage. The brand truly communicates the strength of the product, and we are so convinced by and invested in its growth that we are shareholders in the business.”

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