Case study · Artisan Kettle
Artisan Kettle
A two-sided sell sheet for Artisan Kettle Organic Chocolate that gives grocery buyers the brand story, market data and a full product guide on one page.
01 — Context
Sell sheet design for an organic chocolate brand
Artisan Kettle makes organic chocolate for baking: chips, chunks and baking bars, sold in stand-up resealable pouches. Its sales team needed a piece to put in front of grocery and natural food buyers, one that would be gorgeous and well crafted, but also carry all the information a buyer needs to say yes.
That is the tension in any sell sheet design. Too much brand and it reads as an ad; too much data and it reads as a spec sheet. We split the job across two sides of one page.
02 — The two sides
Appetite on the front, answers on the back
The front sells. A rich photo of chocolate chips fills the top half, with the navy Artisan Kettle logo tab at the top and a hero pouch breaking out of the frame. A short headline and line of copy introduce the range, followed by a row of certification icons, Fair Trade, USDA Organic and free-from claims, because those are the first questions a natural foods buyer asks. Below, a bar chart compares organic baking brands by dollar share, using the client's own SPINS data, with Artisan Kettle in navy and a competitor's decline in orange. A contact strip at the foot lists the sales lead and distributors.
The back helps buyers choose. A table titled What baking products are best for your store? splits the range into Natural & Gourmet and Conventional, with each product's cacao percentage in a tinted cell beside its name. A product family shot of pouches and baking bars closes the page.
It is a compact example of our sales collateral for food and beverage brands. For more sell sheets, see our work for Spare Labs and HDCS.
