SHELTER
Charity 
Merchandise Strategy & Packaging Design

Shelter, the UK's frontline housing rights charity, grappled with lackluster sales for their Emergency Chocolate bars during the holidays.

The challenge: enhance sales without undermining the gravity of their cause.

Digging into human motivations, we found a misalignment-chocolate symbolized pleasure and holidays, while Shelter embodied serious issues. The solution? Humour. We transformed chocolate into a tool, calling attention to the urgency of housing crisis through humour. This inclusive strategy shifted the narrative from 'us vs. them' to a collective effort.

Bright color blocks injected vibrancy on Shelter store shelves, maintaining brand cohesion. The revamped approach not only elevated Emergency Chocolate sales but also turned indulgence into a shared act of kindness—a sweet success for Shelter's cause.

Shelter chocolate bars made it to Independent's list of 10 food & drink products to buy at Christmas, read about it here.