Over the past 3 years, the world has changed a lot… so it only seems right that as a business, Bare Cacao has too. When the product first launched, all I knew was that I had a good product that I wanted to share. The most essential element was getting it out there. As time has gone on, I’ve come to realise that the product has far more impact than I first realised. As I witness cacao fill the lives of many, I see the goodness it offers far more clearly than I once did. Why? Because I’m seeing Bare Cacao through the eyes of the community. I am witnessing the difference it makes to people’s daily rituals, mental and physical wellbeing in ways that I couldn’t comprehend when I first launched.
The brand is evolving and I want to take you on the journey.
Let’s start with the physical
When it first launched, the product wasn’t much to look at! Just a plain brown paper sealed bag, with a printed label on it. In all honesty, it probably wouldn’t have captured your attention. And yet, there was still a demand for it… proof that it’s all in the goodness of the product itself! Over the last three years, the packaging has evolved to be a slick fully printed black and gold resealable pack that our customers are proud to display. Due to demand from our most loyal customers, I also introduced the larger 500g pack. Perfect for those that always want access to their daily ritual on demand, it’s a win with our customers and now outsells the smaller pack!
And the messaging
Initially, I thought the real selling point of this product was the physical health benefits. Over time I’ve come to realise that whilst this remains true, it doesn’t do the product justice. As I’ve gained a better understanding of the usage and the benefits of drinking Bare Cacao, with the ritual of making and brew time being an essential part of our ethos, our messaging has changed. Now, I see the product as being centred on creating your own personal ritual with cacao to allow time to calm the mind and centre intention. There are a million products on the market that are good for your health, but there aren’t many that create space for you to tune in with yourself. To step away from the chaos and breath in the abundance that surrounds you. To be still and set intention.
There are still some elements where I am bridging the gap, though.
One aspect I have deliberated over is removing the statement caffeine-free beverage on the front of the pack. I get contacted on a regular basis by people stating that cacao is high in caffeine and that my packaging is wrong. I have had the product tested by a laboratory and the results showed a 4.5mg per 100g/ml. This is obviously negligible, especially if compared to decaf coffee that has 15 - 20mg per 100g, an americano having anything from 80 - 150mg and a large energy drink having 200mg. That aside I want us to be as open and honest as possible with our communication at all times and so this information has been added to the pack to avoid confusion. It’s all part of releasing a product that is unlike anything else on the market, I suppose!
The branding
With a change in direction, I wanted the visuals to match the messaging. I’m excited to introduce the first digital logo released in the rebrand. The new logo represents the 5 minute brew time, is designed with the ancient olmec artistry in mind and also on its side represents the third eye (pineal gland). Showcasing the essence of our product perfectly, I’m very happy with the finished product.
What’s coming?
The evolution of Bare Cacao doesn’t stop there, I have big plans for this year! I am delighted to say that we will move to a fully recyclable pack format. This can now be handed in at your local large supermarket with the plastic and carrier bags to avoid plastic going into landfill. This is so important to us, as previously the technology wasn't there to ensure the product remained fresh for the required amount of time in the pack. It’s a big step in the right direction.
I am also in the process of doing trials with a mushroom blend of 7 different mushrooms and the results are pretty fantastic from my own perspective. Now I need to start the creative for range additions and new flavours, whilst being mindful of cashflow and costs tied up in packaging. It’s going to be a lot of work, but one that will be worth it for the reward that these new blends will be!