andSonsIn for a Treat

Driving desire with a new perspective on fine chocolate

A luxury chocolatier in… Los Angeles? Using creativity that’s quintessentially Californian, AndSons has broken the mold of traditional confectionery in every sense. Base channeled this into branding and packaging that presents layers of contrasting forms, visuals and ideas, and elevates the products into even more desirable gifts.

Desire is what drives consumers to indulge in a luxury item like chocolate. These small, sumptuous sweets are given as gifts to make the recipient feel special, loved and impressed by the gifter. This exchange of goods and emotions can be elevated by beautiful design and thoughtful packaging, ensuring the contents are even more desirable. In a crowded market, impact is key, and branding has power.

Now chocolate and Beverly Hills aren’t really two things that are associated with one another. But when a family confectionary shop just off Rodeo Drive decided to launch its own brand, the worlds of chocolatier expertise and LA creativity collided in spectacular fashion. The mother retired, and her sons Marc and Phil Covitz took over the business, teaming up with inventive chocolatier Kriss Harvey to playfully rethink the traditions of the confectionery world. AndSons was born, and its branding needed to reflect its exceptional new take on luxury chocolate, and create that all-important desirability.

Since andSons is so far from the chocolate houses of Europe – both geographically and conceptually – the brand bravely experiments and pushes the industry in a new direction. A stark departure from packaging tropes has allowed andSons to keep its distance and remain true to its place.

California’s creativity and spirited optimism is expressed through bright colors and naively hand-cut illustrations, juxtaposed with a sophisticated typeface that pays homage to the classicism and tradition of chocolate-making. The graphics are placed on white backgrounds to allow for customization, together forming an association with the elevated aura and collectibility of modern art. Flip-lid boxes became dual horizontal sliding sections that represent two sons, two generations, and the dichotomy of innovation vs heritage.

With packaging that’s as delectable as its contents, a visual identity system that’s playful yet elegant, and a vision that brings a new perspective to chocolate, andSons is able to fulfil the desires of both customers and gift recipients. All without a brown box or gold letter in sight.

A luxury chocolatier in… Los Angeles? Using creativity that’s quintessentially Californian, AndSons has broken the mold of traditional confectionery in every sense. Base channeled this into branding and packaging that presents layers of contrasting forms, visuals and ideas, and elevates the products into even more desirable gifts.

Desire is what drives consumers to indulge in a luxury item like chocolate. These small, sumptuous sweets are given as gifts to make the recipient feel special, loved and impressed by the gifter. This exchange of goods and emotions can be elevated by beautiful design and thoughtful packaging, ensuring the contents are even more desirable. In a crowded market, impact is key, and branding has power.

Now chocolate and Beverly Hills aren’t really two things that are associated with one another. But when a family confectionary shop just off Rodeo Drive decided to launch its own brand, the worlds of chocolatier expertise and LA creativity collided in spectacular fashion. The mother retired, and her sons Marc and Phil Covitz took over the business, teaming up with inventive chocolatier Kriss Harvey to playfully rethink the traditions of the confectionery world. AndSons was born, and its branding needed to reflect its exceptional new take on luxury chocolate, and create that all-important desirability.

Since andSons is so far from the chocolate houses of Europe – both geographically and conceptually – the brand bravely experiments and pushes the industry in a new direction. A stark departure from packaging tropes has allowed andSons to keep its distance and remain true to its place.

California’s creativity and spirited optimism is expressed through bright colors and naively hand-cut illustrations, juxtaposed with a sophisticated typeface that pays homage to the classicism and tradition of chocolate-making. The graphics are placed on white backgrounds to allow for customization, together forming an association with the elevated aura and collectibility of modern art. Flip-lid boxes became dual horizontal sliding sections that represent two sons, two generations, and the dichotomy of innovation vs heritage.

With packaging that’s as delectable as its contents, a visual identity system that’s playful yet elegant, and a vision that brings a new perspective to chocolate, andSons is able to fulfil the desires of both customers and gift recipients. All without a brown box or gold letter in sight.