Thomas Haas

Bringing Dark Chocolate into the Light

The chocolate market is overrun with complicated ingredients. So, Thomas Haas had an idea – to deliver a line of all-dark chocolate for those who would appreciate the purity of it. It became all about the craft, both the product creation and the brand building, which were done in tandem. Named Blak, everything about it balances simplicity with indulgence. Since it’s designed for a specific audience, the chocolate needed to stand apart on-shelf with packaging as rich and bold as its flavour. Upon launch, Blak had an immediate fan base amongst chocolate connoisseurs. Demand always exceeds production; it consistently sells out, and the collection has been expanded to include new products.

Copywriting

Naming

Packaging

Visual Identity

We named the new line Blak as a nod to its maker’s European roots. As we developed the brand, our focus was to balance simplicity with indulgence.

Our approach to photography emphasized the product as the hero. To ensure the packaging would make an impactful statement on-shelf, blocking and visual repetition were top of mind throughout the design process.