Kinda Choco
Introducing Kinda Choco, but fully real. We partnered with award-winning chef Walter El Nagar to build a brand that tastes like tradition and acts like a revolution – rooted in ethics, wrapped in storytelling, and designed to shift the industry.
We don’t just design brands, we give form to conviction. And sometimes, that conviction takes the shape of chocolate, redefined from the ground up.
Chef Walter El Nagar approached us with a powerful mission: to create a chocolate brand that could rival Swiss quality while confronting the ethical cost of the global supply chain. What he had was vision. What he needed was clarity.
Our role was to turn scattered insights into a singular story – to translate emotion into structure, and purpose into action. We defined the brand’s foundation from the inside out: from strategy, identity all the way to expression. And it was through this process that we articulated the brand’s central belief – a purpose that could carry its promise across every platform and product: That we create Deliciously Real Chocolate – milky, feel-good, and seriously ethical.*(*According to FAO, real chocolate contains at least 35% total cocoa solids and 18% cocoa butter. According to us, real chocolate contains 0% child labour.)
With that as our north star, we built a brand that walks the line between tradition and disruption. It nods to Swiss chocolate heritage while refusing to replicate its blind spots. It feels warm, nostalgic, yet loudly radical.The visual identity draws from postal aesthetics: stamps, handwritten notes, personal touches, anchoring the brand in intimacy and care. Analogue details in a digital age aiming to resonate with adults, teenagers, and children alike.
This wasn’t about creating a cool logo or a catchy slogan. It was about making sure every element – strategic and sensory – carried the same moral weight as the product itself.
Today, the brand is in its R&D stage, seeking partners and sponsors who share its ethos. And we’re proud to remain in its corner as creative collaborators and co-architects of what’s to come. If you'd like to be involved, please get in touch with us.
