GATSBY CHOCOLATEFounded by the co-founder of Halo Top, Gatsby Chocolate set out to rethink what better-for-you chocolate could look like. I helped rebrand and build the visual identity from the ground up, spanning packaging, art direction, photoshoots, and the broader brand world.
Creative Direction: Matt Cadiz
Photography Max Milla, Meraki Narrative, Brianna Levay
In a category dominated by darker, more traditional packaging, we saw an opportunity to do something different. Moving away from Gatsby’s original, more masculine identity, we introduced vibrant gradients, Art Deco-inspired details, and gold foil to create a packaging system designed to stand out on shelf. Low calories and low sugar were brought front and center, making the brand’s biggest differentiators impossible to miss.
