TCB

Rebrand treatment  ( 2026 )

Rebrand: The Conscious Bar becomes TCB

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Client

The Conscious Bar

Project

Rebrand & packaging system

Year

( 2026 )

Scope

Identity, Packaging, Photography, Web, Merch, Out of home

The starting point

People love sweet things. Then the hesitation shows up: is it okay? Too much sugar, ingredients that don't fit how they want to eat. They say no to something they actually want.

The assignment

Make TCB the thing people remember. On the previous pack, “cacao and dates” dominated and the logo played a supporting role. As we prepare for wider distribution, the mark has to lead on shelf, online and in the hand, and it has to give the company room to grow beyond a single bar.

The solution

One promise across everything we make: You can say yes. A bolder, joyful identity built around a custom wordmark drawn from the cacao pod, a palette taken from the chocolate itself, and a voice that is warm in its invitation and bold in its permission.

01 — Identity

From source to bar.

Inspired by the whole process from bean to final product, a custom typeface was drawn for the logo. Its inner details come from the cacao pod. Its outer shape comes from the TCB square.

Curved details make a bold, chunky font friendlier.

  • Bold
  • Unique
  • Meaningful
TCB
Horizontal
Horizontal · reversed
Vertical
Vertical · reversed
You can say yesWith signature
Cacao#2F130C
Oat#EFDFCA
White#FFFFFF
GreenAccent
RedAccent
YellowAccent
OrangeAccent
Headers

Chocolate

Cupine
Body

Date-sweetened chocolate, made so you can enjoy it without a second thought.

Helvetica Neue
Accents

You can say yes.

Legitima Italic
Iconography
Tonality

Warm in its invitation.
Bold in its permission.

Why it feels warm

“You” speaks to one person. “Can” gives them permission and leaves the choice with them. Welcoming, human, free of judgment.

Why it feels bold

“Yes” answers the hesitation behind saying no to a sweet tooth. The short sentence and the full stop express our conviction.

How we speak

Direct. Generous. Playful. Confident. Every invitation has conviction.

02 — The shift

From The Conscious Bar to .

Before “Cacao and dates” led. The logo supported.

01

Recognition

The mark has to lead so people connect the experience of saying yes with TCB.

02

Remove the friction

“Conscious” was constantly misspelled in searches and URLs, and the long horizontal name constrained the design. TCB keeps the history in three letters.

03

Room to grow

“Bar” names one format. TCB is a name for the whole company: spreads and other sweet products included.

We exist to help people say yes wholeheartedly to the sweet things they love.

A square of dark chocolate with melted chocolate flowing over it and the words YOU CAN SAY YES embossed in it
03 — Packaging

The mark leads.

TCB Orange Blossom bar TCB Almond Sea Salt bar TCB Smooth Dark Chocolate bar

Orange Blossom

70% cacao

Almond Sea Salt

70% cacao

Smooth Dark Chocolate

70% cacao

On shelf · Whole Foods

Among the category, reads first.

A wall of vertical T-C-B marks, the same three letters repeated until the shelf itself becomes the logo.

01Six bars side by side. The mark is the first thing the eye finds.
02Next to busy packs, three letters and one colour field stand out.
In store · in motion
The bar itself

You can say yes to…

The new bar is moulded with the promise on every square. Snap one off and see what it says yes to.

0 / 8 snapped

Click a square.

You can say yes

04 — The world of TCB

Keep the feeling.
Say yes.

Same subject, setting and photographic direction. Real people, real laughter, the moment right after the hesitation disappears.

Motion

How it moves.

One idea, every format. The same promise cut for Instagram, TikTok, in-store screens and pre-roll.

05 — Applications

Everywhere it shows up.

Web

The site says yes too.

Bolder hierarchy, product front and center, and a name that’s easy to type.

Merch

Wear the promise.

Six colours from the palette, one mark on the front and the pod on the back. The brand people want to be seen with.

Merch

Tees, wherever you wear them.

Three prints, five colours from the palette. The pod, the sentence, and the mark small on the chest.

Merch

Caps that say it for you.

“You can say yes” on the front, in palette pairings of crown and brim.

Merch

Bottles for the road.

The cacao pod and the mark, in five colours from the palette. Same shape, same promise.

Merch

Bandanas with a story.

The cacao pod, framed by the palette and the sentence. Worn or laid flat.

Café

Every table says yes.

Table signs in four palette colours, each with a vertical and a horizontal version of the mark.

Stationery

A card worth keeping.

The mark pressed into the paper, in the palette’s colours.

Stamp

For the love of chocolate.

A stamp for boxes, paper and anything that leaves the kitchen.

06 — Play

Every hesitation has a yes.

Six little voices that show up before the first bite. Drag them around. Click one to answer it.

0 / 6 yeses
You can say yes
07 — The future of the brand

The yes gets bigger.

Bars are where it starts. The promise (real cacao, dates for sweetness, nothing to apologize for) fits other moments, other formats, other hands. Two concepts to show where TCB can go.

Concept · subject to fidelity review
01

Squares

Individually wrapped squares, naturally sweetened.
Orange Blossom, Smooth Dark Chocolate, Almond Sea Salt.

One square. One yes.

02

Chips

Date Sweetened Chocolate Chips, 70% cacao.
No added sugar.

For the batch. For the handful.

03

Spread

Date Sweetened Chocolate Hazelnut Spread.
Cacao, dates, hazelnuts & sea salt.

For the spoon. For the toast. For 11pm.

04

Squeeze

The same spread in a folded-metal tube.
One hand. Anywhere.

Squeeze a yes anywhere.

One family

One mark. Every format.

The TCB mark was drawn to scale: it sits on a bar wrapper, a jar lid, a tube, a pouch and a single wrapped square without losing its character. New formats don’t need a new brand, just a new moment to say yes.

08 — Roadmap

The promise is bigger than the bar.

Today we deliver it through date-sweetened chocolate. The same purpose can guide spreads and other sweet formats. The product delivers the promise. TCB is the name people learn to associate with it.

Now

Chocolate bars, three flavors, new pack.

Next

Boxes, merch, website relaunch, wider distribution.

Then

Spreads and new sweet formats under one promise.