Positioning Audit + Copywriting + Social Media Strategy + Media Relations + Event Support + Marketing Collateral Creation + Product Launch + Website & Brand Strategy

Wayward Chocolat: A delicious rebrand

While one may think that chocolate is delicious enough to rebrand and sell itself, even candy needs public relations support from time to time. After conducting an extensive positioning audit, Red Fan uncovered a disconnect between the brand—formerly known as Chocolat Plus—and its consumers, who felt the storyline of the brand did not align with the luxury experience of the product itself.


Calling on its extensive brand building knowledge and innate love for all things chocolate, Red Fan secured media coverage throughout the country, provided on-site support at key events and assisted in the establishment of a new name—Wayward Chocolat—logo, core messaging, product packaging and website. The full rebrand reintroduced the company’s products and successfully reconnected the brand with its customer base.


Wayward Chocolate’s sales increased by $30,000 during Christmas 2014 alone and could barely keep up with demand. Chefs throughout Austin were buying the chocolate to use in their own cooking recipes, and Wayward Chocolat later struck a deal with HEB to sell its ganache sauce, which HEB later renamed “Oh My Ganache” and sells in more than 100 locations with plans to expand into additional states.

“Red Fan's branding expertise and creativity were instrumental in taking our company identity to a new level. Kathleen Lucente and her talented staff are a pleasure to work with. They made us feel like we were their only client, and I will always be grateful for their commitment to our success.”

-Don Holt, co-founder and COO, Wayward Chocolat

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