Divine gets on-line redesign

Fairtrade chocolate brand Divine is relaunching its website today, www.divinechocolate.com, featuring a redesign by The Brewery.

The move follows the launch of Divine’s latest branding, created by Williams Murray Hamm in January.

Divine head of communications Charlotte Borger says further brand implementation work is ongoing and that there have been discussions with freelance designers for some of the work.

‘We now have a great platform to build on,’ she says. ‘The challenge for our design communications is to explain how buying something naughty like chocolate can also be something good.’

The new-look site tells the story of the brand with a ‘dynamic timeline’ recalling the company’s history, and a guide to the West African Adinkra symbols that have come to symbolise Divine’s packaging. The site also shows film clips of people tasting Divine for the first time.

On-line community building is being facilitated with e-cards, recipes and competitions.

Divine Chocolate is co-owned by Kuapa Kokoo, the cooperative of 45 000 farmers that supplies fairtrade cocoa to the company. It was previously The Day Chocolate Company.