How do you translate what is in the mind of the customer into a wonderful visual brand identity while giving birth to a fascinating name for his brand? It was a lot like setting sail to the far corners of our world, being on the lookout for the best and most natural ingredients and bringing back the most fascinating flavours to create a bittersweet range of chocolate temptations. But most of all being touched by a passionate and never-ending quest for a cleaner bite in the pursuit of a sustainable world.


The new branding opened up a world where the personality of Charles Wailly, aka ‘captain chocolate’ totally came alive. Welcome to the inspiring story of the creator of the most indulging chocolate products.

— Client

Charlie Wally Wow

— Market

Bio Channel & specialty stores

— Expertise

Brand strategy Brand naming Brand logo design Brand identity Packaging design



The challenge was clear. We started with a deep dive, a good talk to discover the essence of what is going on in the head of Charles. We translated all of his passion and beliefs into a clear brand strategy that takes a future-proof position. While doing so, we discovered a lot of opportunities giving birth to more new indulging ideas.


With all these insights in mind, we created a new brand and character and named it ‘Charlie Wally Wow’, an intruiging personality entering a world of discovery, wonder and enchantment and playing the lead role in numerous astonishing adventures. We gave Charlie Wally Wow the lead role in a delightfully surprising brand world brimming with magic. And by doing so, we empowered his admirable mission of creating a ‘cleaner bite’ and a sustainable world.

Each new astonishing adventure is showcased on the packaging designs, reflecting his personality in every little detail and bringing to life his beliefs and dedication to quality in the honest illustrations, in the sparkling little stories and interactions with an imaginative world.

“The passion that contains Charlie Wally Wow fuels the fire in me. It is therefore with the greatest gratitude that I compliment Catchafish for the wonderful work.”

 CHARLES WAILLY – Founder Charlie Wally Wow


For Charles, it’s was of utmost importance to create a wow experience that fully reflects his beliefs and the passion with which he crafts all his chocolate products. By giving this feeling to the customer, he will receive so much more than just a bite of chocolate.                                                                                                                             

Explore more similar work →

Interested in how
we can make your brand

Why not catch up?
We’d love to get to know you better.

Get in touch →