Philosophy Orientation is a brand of chocolate that was sold in a limited edition in Shenzhen, China in December 2021.
The project stems from thinking about philosophy, which is very logical and rational, so I adopted Neue Haas Grotesk for the typography. Anisette was chosen for the name in order to make it look more intriguing – if the logo also used Neue Haas Grotesk, it would have been a little boring.
A clean, modern and timeless design that challenges the norms of traditional chocolate brands. Break the convention of old pictures to express the taste, and interpret the new generation of chocolate design with modern methods.
Philosophy Orientation is a product with a strong correlation between the brand name and the product. Dark chocolate has a bitter taste due to its high-purity cocoa content, but has a rich flavor hierarchy.
Philosophy is the most precious spiritual pursuit derived from ancient Greece, and is one of the most authentic cultures of mankind. Its seemingly bitter and boring but full of the aftertaste is exactly the same as the brand mission of Philosophy Orientation chocolate, pursuing natural ingredients and being loyal to it. Original taste, a little bitter, but sweet again.
The graph of the arrow changes the gray scale according to the concentration of cocoa. A typographic list; black on gray; bold, transparent, informative and direct. Design pared back to only what was essential; as clean as it could be. And it also implies the life on the road of philosophy, removing the sugar coating, returning to the true taste of adulthood, seeking the truth and searching hard on the journey of life.