Strategy
The category talks percentages. We talk principles. Our task was to transform a moral mission into a brand people could taste, trust, and rally behind.
The defining belief became explicit: 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.) That idea became the strategic foundation, shaping narrative, tone, and long-term brand architecture.
Execution
The brand had to feel nostalgic enough to crave and familiar enough to trust, yet bold enough to question the system behind every bite and challenge what “real” chocolate truly means.
The identity draws from Swiss postal aesthetics – stamps, handwritten notes, tactile details – grounding the brand in intimacy and care. Warm tones and illustrations evoke childhood nostalgia, while declarative messaging challenges industry blind spots. Tradition is honoured, but never blindly replicated. Every element carries the same ethical weight as the product itself.
Outcome and Credits
More than a brand launch, Kinda Choco emerges as a platform – ready to attract partners who believe chocolate should taste good and stand for something.
Now in R&D, the brand stands as a fully articulated venture prepared for sponsorship and collaboration. Positioned to compete on quality, integrity, and cultural relevance, Kinda Choco is built to scale without diluting its conviction. If you'd like to be involved, please get in touch with us.
Credits
Walter El Nagar, Kristina Chebotareva – Brand Vision
Ala Ho – Creative Direction
Ania Martowska – Art Direction & Graphic Design
Justine Mana, Zoe Shain – Copywriting
