Willie Harcourt-Cooze approached Taxi Studio after his cacao's existing packaging failed to communicate the purpose of the product and the brand name (Venezuelan Black) limited the potential for range extension. Taxi enhanced the visual graphics, simplified the product and created the umbrella brand Willie's World Class Cacao. Typographic artist Peter Horridge was commissioned to create the brand marks to reflect Willie's flamboyant character. Witty straplines were penned to describe how to use or eat each product, such as 'Grate in food. Great on food' for sub-brand Willie's Supreme Cacao.