Spring & Mulberry

Spring & Mulberry, founded by Kathryn Shah and Sarah Bell, makes date-sweetened chocolate with fantastic-for-you ingredients. We built a world of sweet beyond sugar: enter “The Land of Spring & Mulberry,” where food, feasts, and friends are abundant, good-looking, and good-for-you. Letter A developed the brand strategy, positioning, visual identity, packaging, voice, ecommerce experience and art direction for its 2022 launch.

The positioning — “Exploring a World of Sweet beyond Sugar” — elevated Spring & Mulberry from a claims brand to a lifestyle brand. Spring & Mulberry launched direct-to-consumer and by September 2024, the company had announced expansion into more than 145 Whole Foods Market stores across the North Atlantic, Northeast and Southern regions.

We translated the Spring & Mulberry brand world into a Shopify ecommerce experience designed around product discovery, appetite appeal, gifting, editorial storytelling, and conversion.

The brand’s current retail and online partners include Whole Foods Market, Anthropologie, Bloomingdale’s, Goop, Macy’s, Nordstrom, Terrain, Amazon and QVC.

The strategy gave Spring & Mulberry permission to participate beyond the traditional health-food category. Its brand world supported partnerships, gifting, editorial storytelling and shelf presence across food, fashion, home and wellness channels.