Named after an artist’s studio or workshop, the craft pretensions of this new range from global giant Nestlé are boldly stamped onto its matt paper banderol effect.
The sub-brand typeface is true to a period of basic letterpress printing, and the stamp effect (which includes the Nestlé logo – bet that wasn’t in the guidelines) has just the right amount of printer’s ink missing to feel authentic. A vivid brushstroke of variety coding seems to have been applied by a watercolorist’s brush.
As for the product itself, it may be that this feature of ‘open-top’ ingredients peeking through is a traditional chocolatier skill that I am unaware of. But I admire the tenacity of the production team who found a way to imitate individuality of each piece, using a process previously dedicated to conformity.
I could be picky about the numerous clues that this design is ultimately pure pastiche, but that would miss the point. This is ‘craft’ chocolate for the masses, and a great example of the blending of codes that I expect many major brands to adopt, to capture at least some of the craft wave.