Áine’s Handmade Chocolate
The mission
After 25 years in business, Áine’s Handmade Chocolate had earned its reputation as one of Ireland’s most respected artisan producers. A brand built on award-winning recipes, craftsmanship and the unwavering passion of master chocolatier Ann Rudden.
But in a fiercely competitive category, and with growing ambitions to secure shelf space in higher-end luxury retail, it was time to refine the brand’s story, sharpen its identity and ensure it commanded its rightful place in the premium chocolate market.
The transformation
A brand workshop quickly revealed what set Áine’s Handmade Chocolate apart. In an industry increasingly dominated by big brands and automation, this was a chocolate that was still truly handmade. That powerful point of difference became the foundation of the brand’s repositioning.
At the heart of the new visual identity is the brand’s signature ‘A’, reimagined with an elegant, ribbon graphic to reflect Ann’s creativity, artistry and personal touch. Vibrant colour-combinations create a visual energy that draws the consumer in and gives each individual product strong stand-out on shelf, while creating striking impact across the range as a whole.
The story of Ann’s truly handmade chocolate is thoughtfully woven into every detail of the design:
- Ann’s personal recipe book takes centre stage, with flavour descriptors underlined and circled by hand for a warm, authentic feel.
- The word “Our” was added to each flavour name, instilling a sense of care and ownership – a tribute to Ann’s unique creations
- Inside each wrapper, customers discover a hidden message: a personal note from Ann, offering a heartfelt thank you for choosing Áine’s Handmade Chocolate.
The result
The rebrand launched at Bloom 2025 to an overwhelmingly positive reception. Long-time fans welcomed the evolution, seeing it as a true reflection of the brand they already loved. At the same time, the bold new identity attracted a wave of fresh interest from consumers and retail buyers alike.
Áine’s Handmade Chocolate is firmly positioned for a new chapter of growth in the premium retail space, all while staying deeply personal at its core.
This project was completed as part of the BrandBite programme, partially funded by Taste 4 Success Skillnet. BrandBite supports Irish food and drink producers in bringing their brand to the next level through expert insights, standout brand building strategies and personalised mentoring.
