How does this sound: supporting cocoa farmers in Ghana while eating chocolate? Very fair! The design concept for ‘Very Fair Chocolate’, a fair trade private label chocolate by the discounter PENNY, is all about storytelling, because there is a lot to say: Through the groundbreaking Ghanaian project `Fanteakwa´, farmers receive above living wages that protect their businesses and ensure their economical independence. At the same time, sustainable cultivation practices with local partners are not only helping farmers, but also the environment. By using an illustrative approach, the packaging design concept visualizes the projects core idea in an easy-to-understand, playful way – while at the same time giving it a personal touch. The depiction of people on pack makes a clear statement: This is a product made by people for people. This brings the production process closer to the consumer and goes beyond simply being a ‘product’ by adding a human dimension. Through clear, emotional messaging, ‘Very Fair Chocolate’ does not only taste good, but also feeds the heart and soul while giving back to the underprivileged communities that work so hard to bring delicious food on our table. This is a great step into a better future for all because especially the chocolate industry has a huge problem with underpaying its workers. We hope ‘Very Fair Chocolate’ will be an inspiration to other players in the snacks & sweets game to come up with concepts that make a change – for the environment and for the people.