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MIA Chocolate is Where Deliciousness Meets Purpose

by Natalie Mouradian on 03/15/2018 | 3 Minute Read

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Dynamo Agency partnered with Madagascan company Kuanza to create a premium, contemporary chocolate brand, with a purpose.

The idea behind producing MIA Chocolate, is that each and every single element of the product is created and manufactured by local communities in Africa. This heroes end-to-end manufacturing, from bean to bar. With this in mind, Dynamo’s brief was to package ‘amazing food that does good’. This became our internal mantra.

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We wanted our design to encapsulate the fair trade purpose behind the brand but also needed its artisan quality to compete against market leaders and luxury brands alike. It needed to be crafted but a polished, fashionable, contemporary craft. Conveying modern Africa and it’s cultural richness.

This is where the meaning behind the name came from - MIA stands for ‘Made in Africa’ but also stems from the latin for My, empowering all involved in this end-to-end collaboration. ‘My’ also represents the end consumer, giving them a range of distinct flavour profiles to choose from and experience.

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Multi-sensory enjoyment was key - the quality, flavour appeal and ritual of enjoying chocolate is celebrated in our tactile, premium packaging. From bean to bar made and designed in partnership with the Kuanza team. We created a suite of bespoke patterns and iconography that celebrated the community and contemporary craft but avoided the clichés.

Our mascot the Sankofa bird, represents ‘learning from the past to create for our future’ and this weaves throughout our brand communications as brand iconography. This ethos will extend in to new product ranges and innovations in the community in the future, as MIA and it’s good work grows and grows.

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Agency: Dynamo Agency
Art Director: Jamie Helly
Designers: Derek McGrath, Aisling Walsh, Emma Kate Horsefield
Illustrator: Sheena Flynn
Manufacturer: Kuanza
Client: Brett Beach
Account Managers: Roisín Ní Raighne, Katy Connell
Copywriter: Alan Pollock
Location: Dublin, Ireland

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