TCHO Taste Chasers Club



Exploring flavors inside and outside of chocolate.

Once the leader of American craft chocolate, today TCHO struggled to find differentiation among a sea of competitors. With grocers deprioritizing TCHO on the shelf and limited e-commerce capabilities. TCHO needed a way to directly connect with their customers.

Sharing the expertise

TCHO's flavor experts made exceptional chocolate because of their rich knowledge of the science and art of flavor, but their mastery had never been shared with customers.

Practical Future

Develop a DTC offering that invites customers to experience the brand’s flavor expertise, establishing TCHO as more than just another bar of craft chocolate.

Truly understanding our design target

TCHO had little customer intel and needed 
to define a target audience. Tapping into TCHO’s customer base, I&CO led quantitative & qualitative research, assessed market trend reports, and assessed shopping behavior to identify TCHO's first profile: The Gastro-Explorer.

The gastro-explorer

See food as an expression of culture and a way to get a peek inside someone else’s world: food is a window through which they can be transported. Not focused solely on the expense of dining, but on the experience. 

Introducing the Taste Chasers Club

A limited-release subscription kit exploring flavors inside and outside chocolate. Every quarter, members receive an at-home kit with products, educational resources, and experiment ideas allowing them to dive into a new flavor theme. In addition to their kits, members have access to online resources that keep them exploring TCHO chocolate and developing their own tasting credentials

Extending taste chasers to

Each Taste Chasers kit included multiple ways 
to enhance your experience with online touchpoints:

Exclusive virtual events to learn from TCHO’s experts and their favorite collaborators

Online community to share ideas or get advice from TCHO’s team

Recipes and experiment content, augmented by instructional video, and more

An iterative plan towards a sustainable launch

Working closely with TCHO, I&CO helped analyze optimal kit pricing and forecast profitability scenarios. We developed a launch plan for iterative validation and a scaled launch, to optimize the program and mitigate risk. The next steps were for TCHO to develop a physical prototype for in-home testing. Plans to scale included a Beta Launch with a closed invitation before a national launch on the website.


Average margin to TCHO with pricing analysis


Projected ROI on a Beta Launch with 100 Kits

Our Role


  • Primary Research
  • Customer Insights
  • Data Analysis
  • Product Strategy
  • Retail & Customer Experience
  • Go-to-Market Strategy

Digital Product

  • Product Design
  • User Experience Design
  • Customer Journeys
  • Concept Testing
  • Prototyping


  • Brand & Identity Design
  • Brand Positioning & Architecture
  • Messaging & Content Strategy


  • Corporate Product Incubation

Next Up

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