Moonstruck Chocolate Co. came to Sockeye seeking to redesign the packaging for their classic bar offerings, while looking to expand distribution nationally. Once a leader and innovator (started in 1993), the brand was overpowered by a category that wildly expanded through competition, product innovation, bold flavors, flashy packaging and more. Our National consumer research revealed an important insight: the magic of chocolate disrupts the monotony of adulthood. In a category where more is more, we strengthened Moonstruck’s position by leaning into something only they possessed… a name that is powerfully emotional, as being “moonstruck” means to be dreamily romantic or bemused. As we celebrated the dreaminess of their name, we embraced the belief that chocolate is a gift you give yourself. Working with local artists, the new identity and packaging celebrates the ritual that takes place from purchasing to unwrapping to the chocolate itself — because where there is chocolate, there is magic.