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Chocovic — a baker in a Chocovic work jacket inspecting a chocolate bar in the workshop

Chocovic

Colour between flour

  • Food
  • 2025

Context

Europe consumes around 3.5 million croissants a day. Chocovic has supplied them for 150 years. Not the chocolate you photograph. The chocolate that gets baked at four in the morning, dropped into buns, melted into glazes. A working product in a category obsessed with looking premium. The brand had drifted there too — cleaner, glossier, further from the bench. The work was to bring it back to where the chocolate actually lives: in the hands of the baker, before sunrise.

Insight

Chocolate at Heart was the strategic territory, defined by Hamlet. The design had to translate it. We took the idea somewhere else. Made to be used. Heart as the centre of the working chocolate. The thing in the middle of the croissant, the bun, the glaze. A utilitarian identity for a brand that exists to be opened, scooped, melted, baked. Not admired.

Chocovic — the strategy lockup moving from emotion at centre to chocolate at centre, beside a portrait of a baker in a Chocovic apron 2
Chocovic — the framed brand manifesto spread from the guidelines
Chocovic — portraits of bakers in Chocovic caps and aprons, beside a headline poster reading Since 1872, utilitarian bakery chocolate 2

Idea

Made to be used. The system was built from inside the bakery, not outside it. We designed in VR building every element by hand. A utilitarian uppercase wordmark, a block of letters made to be read. Warm and wide, the palette stretches across every product and surface. Photography goes warm and dirty: real places, real hands, dough on the bench. The brand exists at arm's length from the chocolate. Always.

Chocovic — hands breaking a block of dark chocolate, beside the wordmark over animated cocoa-powder texture 1
Chocovic — the wordmark repeated at increasing sizes, beside a baker carrying patterned Chocovic boxes through the bakery 1
Chocovic — Napal, Zeylon and Tobado chocolate bags on the bench, beside a baker stacking boxes in the storeroom 1
Chocovic — Napal, Zeylon and Tobado chocolate bags on the bench, beside a baker stacking boxes in the storeroom 2
Chocovic — a spread of brand guideline pages

Application

The system lives in the bakery, not on the screen. The packaging is built to be seen from across the room — large formats, high contrast, the 3D chocolate textures scaling up into colour blocks visible through flour and steam. The website carries the system online, but the bench is where the brand is read. From two metres away, before anyone has touched it.

Chocovic — a macro of a chocolate croissant's molten centre, beside the brand colour palette animation 1
Chocovic — a red advert reading The art of everyday with chocolate croissants
Chocovic — campaign posters featuring named bakers
Chocovic — the chocolate bag range stacked on a bakery rack
Chocovic — stacked Chocovic baking-stick boxes with the brush pattern, beside the website on a tablet on a bakery bench 1
Chocovic — stacked Chocovic baking-stick boxes with the brush pattern, beside the website on a tablet on a bakery bench 2

Impact

Chocovic now speaks the language of the bakers it serves. The packaging is read from across the obrador. The system holds across every product family, every market, every surface, without thinning out.

Chocovic — workers packing Chocovic boxes in the workshop