“The percentage of cocoa in chocolate is a pretty reliable indicator of where it sits on the sweet to bitter scale, more so than descriptions such as milk, semisweet, or bittersweet. It’s how most customers navigate through the craft chocolate scene, hence why we have seen brands plaster their packaging with percentages. Percentage Chocolate explores how this can be done elegantly in keeping with the essence of craft chocolate.
The answer? A circle.
Circles are a common occurrence in nature- the rings of a tree, nuts, oranges, mushrooms, and peppercorns-all of these flavor profiles are also found in chocolate. Chocolate has over 600 flavor compounds, and letting it melt uncovers these hidden complexities, flavors, and aromas.
Percentage chocolate creates a range of chocolate from creamy milk chocolate to dark. Milk and dark are differentiated by the use of silver foil instead of gold and a lighter selection of colors. The colors are earthy, and we toned down the vibrancy for more of a soothing effect. Purple in consumers’ minds means chocolate, so, of course, we honored that color in our line up.