The rebrand
Founded by a Dutch chocolate maker who moved to Eureka, California and never left — Sjaak’s Organic Chocolate has always been a family operation that prides itself in high-quality ingredients and handmade, vegan and organic chocolates. Upon the founder’s retirement and ownership transition in 2020, a rebrand was in order. The assignment was to capture the company’s history, magnify its core values, all while leaving room for future imaginations. Here is the result...
Creative Direction
Inspired by the word, “organic” – the Sjaak’s rebrand uses dynamic, free-flowing lines and earthy textures to embody the brand’s commitment to high quality, organic vegan chocolates. As a brand with one foot in the old world (European style roots) and another foot in the new world (California team and new ownership), Sjaak’s visual system balances classic with modern (typefaces), geometric with organic (patterns and layouts). Sjaak’s exudes minimalism through composure and restraint in its ingredients, colors and layouts. The hand-drawn nature of certain brand elements are an intentional nod to its handmade chocolates.
