Student Week: The ABC Of Chocolate

by Andrew Gibbs on 07/22/2020 | 4 Minute Read

We already know the ABCs of chocolate backward and forwards, but we love this design concept from Carmen González Montarelo, Clara Hevia Aranguren, and Mar Sánchez-Morate Palop. With minimalist packaging design, the imaginary brand feels high-end, but without all the fuss.


"Working as a publicist may seem exciting, but for Marta and Toni, it ended up being a profession like any other, full of rules and responsibilities. However, this feeling faded away during the weekend, when both spent their time cooking delicious recipes and calling themselves 'expert chocolatiers.'

What began as a hobby to escape from the routine, seemed like another obligation. They just kept following instructions step-by-step, letting the most creative part of themselves go away. Because of that, Marta decided to get rid of those books, and from that moment, they would follow their own rules, willing to explore with all kinds of ingredients." 

Surprisingly, the most unexpected mix of flavors turned out to be delicious, and weekends made sense again, becoming their new passion, a passion that would not remain between the walls of their kitchen. Marta and Toni said their goodbyes to the world of publicity to become full-time chocolate artists and creators.

Combining new flavors, shapes, and textures, they offered a new way of understanding chocolate and made a promise that it would be different. They also let people have fun and enjoy the pleasure of creating without limits, to feel like children again just like they did.

And from this inspiring story, ABC chocolates was born. From the beginning, the aim was to break into a market that is already very consolidated; through benchmarking, strategy, and target analysis.

ABC chocolates was created especially for those looking for the perfect gift to family dinners or friends reunions. For those who are willing to take risks, the ones that want to challenge their palette awaking their inner creativity; the ones who want to create unforgettable moments.

All this through a simple assembling of three pieces: top, heart -always spherical- and bottom of the bonbon. With an assortment of 36 pieces-12 of each type-ABC chocolates offers a variety of different flavors and shapes that generate more than 200 possible combinations. 

Creating your own bonbon is as easy as choosing one piece of each category. Dare yourself to experiment, and enjoy the different combinations while you share. Breaking with what is established, all these pieces can be found inside a minimalist, white box, running away from showing the chocolates inside of it. 

After all, they haven’t been created yet! The only thing that you can read on it is the naming, ABC chocolates, and photography of the little spheres placed in the same position that you will find them inside. 

Once you open it, the chocolates’ arrangement and the colorful combinations of shapes and textures, will surprise you. Every piece is coded with a character and two numbers, the character indicates the typology of this part, ‘A’ for the top, ‘B’ for the heart, and ‘C’ for the bottom part. Numbers indicate the flavor and ingredients of each one. This code allows customers to remember their favorite combinations and share them on social media, a substantial part of our marketing communication. 

To create, customize, and experiment with chocolate has never been so easy.

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