Ethel M Chocolates: Preserving a Classic, Reimagining the Taste

The Challenge: Evolving a Local Icon Without Losing Its Heritage

Ethel M isn’t just a chocolate brand. In Las Vegas, it’s tradition. Founded by the Mars family and beloved for its handcrafted approach and famous cactus garden, the brand holds strong sentimental value for generations of locals. But its identity needed to evolve. The challenge was to modernize the visual presence, introduce new seasonal offerings, and elevate its premium positioning without losing the warmth, heritage, and charm that made it iconic.

This wasn’t about reinvention. It was about refinement. The work had to respect the roots while opening the door to new audiences, particularly younger customers looking for something thoughtful, handcrafted, and giftable.

The Concept: Perfecting a Classic

The creative direction embraced the quiet confidence of a brand that doesn’t need to shout. Soft lighting, close-up product imagery, and an earthy, timeless color palette gave the campaign a slower, more intimate feel. The tone was elegant but unpretentious. Every piece, from packaging concepts to digital ads to photography, was designed to invite people closer, not push for attention.

The campaign unfolded around seasonal touchpoints, beginning with a visual catalog that highlighted limited-run collections for holidays and special occasions. Each product was photographed with care, positioned not just as chocolate, but as a gift, a tradition, or a personal ritual. The message wasn’t about indulgence. It was about intention.

Creative Direction: Small Details, Big Impact

We worked closely with the marketing team to build a fresh creative system that honored Ethel M’s legacy while elevating the storytelling. Design elements were simplified to give more space to the product itself. Typography was softened and made more refined, echoing the handmade quality of the chocolates. Photography leaned into natural textures, warm tones, and close-up shots that captured the richness of ingredients and the artistry behind each piece.

All of it was designed to feel cohesive, from in-store signage to social media to printed catalogs. The result was a brand presence that felt polished, considered, and quietly luxurious.

The Experience: From Digital Catalogs to Gift-Worthy Moments

One of the central efforts was the creation of a seasonal imagery catalog. Designed to showcase the brand’s limited-edition offerings, the catalog served as both a sales tool and an expression of Ethel M’s elevated aesthetic. It included product photography, packaging mockups, gifting ideas, and brand storytelling, all laid out with simplicity and care. The content extended across web, print, and retail, supporting consistent messaging across platforms without losing its handcrafted feel.

The Impact: A Classic with Room to Grow

By refreshing the brand’s visuals and campaign materials, Ethel M maintained its emotional connection with longtime fans while making space for a younger, more design-conscious audience. The campaign helped reintroduce the brand not as a novelty, but as a modern classic. Something still rooted in tradition but ready to be rediscovered.

Honoring Heritage, Elevating the Experience

This project was all about restraint, detail, and clarity. I helped shape the visual direction and campaign rollout in close collaboration with the brand’s internal team, making sure every creative decision felt true to Ethel M’s story. Nothing was overproduced or overly polished. It was about making the brand feel like what it always has been. Thoughtful, personal, and made with care.