The Beautiful Coffee Foundation set out to create an organic, fair-trade chocolate brand. The packaging design represents the growing hope made possible by fair-trade practices. The packaging stands out from competitive products thanks to a unique design solution that focuses on the ceremonial moment when the chocolate is unpacked. When the box is opened and the packet removed, the crown of a tree starts to grow. This growing cacao tree is a symbol of hope. It implies that society needs fair trade just as much as trees need water and light. A flexible colour scheme allows customers to differentiate between the different flavours, while the cocoa content of each blend is quoted in a highly visible place.