I wouldn’t mind betting that the origin of this entire brand began with a light bulb moment, prompted by a comment in a research report along the lines of: “I love chocolate desserts that are thick and gooey…”
There’s another apparently true story that this design was presented to the client as if it was a recently discovered new brand. When the client complained bitterly that this was exactly what he had in mind, the agency revealed it to be their recommended proposal. Respect!
I can’t believe the same agency can be responsible for the recent dumbing down of the design shown in this shelf shot, with all that gorgeous empty space being filled up with large portions of ordinariness.