{"id":764,"date":"2018-12-21T09:56:24","date_gmt":"2018-12-21T14:56:24","guid":{"rendered":"https:\/\/blogprodproxy.wpengine.com\/?p=764"},"modified":"2025-08-25T09:10:02","modified_gmt":"2025-08-25T14:10:02","slug":"artisan-chocolatier-creating-a-marketing-booklet-with-flavor","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/artisan-chocolatier-creating-a-marketing-booklet-with-flavor","title":{"rendered":"Artisan Chocolatier: Crafting a Marketing Booklet With Flavor"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>William Mullan is the Director of Marketing at <a href=\"\/\/www.raakachocolate.com\" target=\"_blank\" rel=\"noopener noreferrer\">Raaka<\/a>, the Brooklyn, New York-based bean-to-bar craft chocolatier. Believing that \u201cchocolate is meant to be messy and fun and far more visually interesting than a gold foil box,\u201d he sought to tell Raaka\u2019s unique story with a marketing booklet that&#8217;s not only pure and engaging, but also unexpected\u2014much like the company\u2019s chocolate.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">To capture Raaka\u2019s unconventional, origin-forward chocolate process, Marketing Director <a href=\"#going-big-screen\">William Mullan designed a custom-sized, widescreen-style booklet (9.5\u2033 x 5.25\u2033)<\/a> that visually narrates the journey from cacao fruit to finished bar, bringing his film school sensibility into play for a rich, immersive brand story.<\/span><\/li> <li><span data-sheets-root=\"1\">The booklet was tailored to fit inside Raaka\u2019s gift boxes, <a href=\"#letting-it-grow-organically\">turning standard packaging into a branded storytelling moment.<\/a> Printed on smooth, uncoated stock via Smartpress, the piece balances elegant tactile quality with informative content, helping elevate the unboxing experience.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/11\/0004_2017-10-SP-Raaka-High-Res.jpg\" alt=\"A marketing booklet laying open to images of chocolate and coffee beans being harvested and details about the process.\"   \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>A Rich Story to Tell<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cIt all started in 2010,\u201d William recalled. \u201cWhile most of our craft chocolate peers were focusing on isolating the flavor profile of their dark chocolate origins, we took it a step further and decided to build recipes that really brought out what we were tasting in each origin. Doing things like steaming fruity berry-like Peruvian cacao over a simmering Cabernet Sauvignon to bring out those flavors to make something fun.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>It wasn\u2019t long before the folks at Whole Foods discovered these innovative chocolatiers at a local open-air market. \u201cFor us, it wasn\u2019t just about developing interesting new flavor profiles,\u201d William said. \u201cWe really wanted to participate in a better way of making chocolate and telling its story.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/11\/0008_2017-10-SP-Raaka-High-Res.jpg\" alt=\"Two hands holding a marketing booklet printed with an image of a building with Raaka Co. Virgin Chocolate on it.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Cover features the historic Raaka facility, located in Brooklyn, NY<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-lg\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Finding the Sweet Spot With Booklets<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>\u201cAs we grew, we knew we wanted to share more of our brand story while we were sharing our chocolate,\u201d William said. \u201cSo we decided to create a <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-booklet-printing\" target=\"_blank\" rel=\"noopener noreferrer\">booklet<\/a> that we could insert into our gift boxes that was as unique as the bars themselves.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm pullQuote\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cI leaned on my film school experience to shoot and lay out the pages in a kind of widescreen cinematic style that tells the story from fruit to bar.&#8221;<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/11\/2B8A3817.jpg\" alt=\"Two marketing booklets printed with Raaka Co. Virgin Chocolate imagery and content.\"   \/><\/div>\u00a0<div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/11\/0009_2017-10-SP-Raaka-High-Res-1.jpg\" alt=\"Three marketing booklets laying open on top of each other with images of and details about chocolate and coffee beans.\"   \/><\/div><\/p> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"going-big-screen\">Going Big Screen With Custom Options<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>As it turned out, the creative challenge was only part of the online printing puzzle. The custom size of the gift box\u2014 specifically made to fit the bars\u2014also proved to be a bit of a stumbling block. \u201cTo make the booklet an integral part of the package,\u201d William said, \u201cwe had to customize it and opt for a wider format.\u201d<\/p> <p>&nbsp;<\/p> <p>\u201cSince I\u2019m not a designer by trade, it was kind of daunting at first,\u201d he admitted. \u201cBut in the end, I leaned on my film school experience to shoot and lay out the pages in a kind of widescreen cinematic style that tells the story from fruit to bar. Personally, I think the 9.5&#8243; x 5.25&#8243; format worked in our favor.\u201d<\/p> <p>&nbsp;<\/p> <p>As did Smartpress&#8217; online printing services, like custom booklet printing, with <a href=\"https:\/\/smartpress.com\/support\/product-resources\/how-to-choose-the-right-book-binding\">book binding options<\/a>, premium <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a> and <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a>.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/11\/0010_2017-10-SP-Raaka-High-Res.jpg\" alt=\"Three custom booklets laying open to imagery and content about making chocolate and coffee.\"   \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"letting-it-grow-organically\">Letting it Grow Organically<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Even William admits his approach to designing the company\u2019s marketing booklet with an online printer was a bit unorthodox. \u201cI was very nervous about how everything would fit and flow from front to back,\u201d he said. \u201cSo, I printed out several different versions here at the factory and cut them to size and stapled them together. Then I had everyone at the factory flip through and mark them up with their comments. We did the same thing with the <a href=\"https:\/\/smartpress.com\/support\/ordering-shipping\/how-to-use-a-print-proof\">proof<\/a>.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cWhen the finished copies finally arrived, we were really pleased,\u201d William said. \u201cEverything had come together. The images were so crisp, the smooth, <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/coated-paper-stocks-vs-uncoated-paper-stocks\">uncoated stock<\/a> felt great in our hands and it fit perfectly in the box. Like so many things we do here, it grew organically into something really wonderful.<\/p> <p>&nbsp;<\/p> <p>&#8220;Now, in addition to using it in our gift boxes, we offer it to our wholesale partners for their shops and have it here in the factory for those wanting to learn more about our chocolate process.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10\"> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/raaka_co_saddle_stitch_booklet_cover.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=548833fa528abfc00844d3a6b28cfe4e\" alt=\"Two hands holding a stack of marketing booklets with saddle stitched bindings and Raaka Co. on the covers.\"   data-recalc-dims=\"1\" \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Raising the Bar With a Marketing Booklet<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cPeople ask me all the time whether I\u2019m sick of all the chocolate. I&#8217;m happy to say I\u2019m not,\u201d William said. \u201cI find it endlessly fascinating because of the different flavors that we get from different beans and different harvests and different places. Combine that with the level of creativity of the makers here and you just know it won\u2019t be long before we\u2019re raising the bar again.\u201d<\/p> <p>&nbsp;<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><em><strong>Hint:<\/strong> <\/em>Want more ideas for printing marketing booklets? Here you go:<\/p>\n<ul>\n<li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li>\n<li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"William Mullan, Marketing Director at craft chocolatier, Raaka, created a unique brand booklet that&#8217;s included in gift boxes \u2013 allowing customers to savor the company\u2019s rich story along with the sweets.","protected":false},"author":8,"featured_media":928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Artisan Chocolatier: Crafting a Marketing Booklet With Flavor<\/title>\n<meta name=\"description\" content=\"See how Raaka&#039;s William Mullan tells the brand&#039;s story with a marketing booklet that&#039;s engaging and unexpected - just like their chocolate.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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