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BRANDING WORK FOR THOMAS HAAS
PENDO
pendo.ca
“In a time when chocolate has been interpreted in all sorts of unusual ways, our client’s objective was to
return to simple and pure ingredients with a focus on the art and craft of chocolate-making,” says Peter
Ladd, creative director and co-founder of studio Pendo of its work with the dark chocolate range Thomas
Haas Blak. The agency was brought in to design the identity and packaging for the brand, which focuses on
using simple ingredients and bold flavours through its “super premium line” of bars, truffles and cakes. “To
align the brand with the product vision, the same convictions were applied,” says Peter.
The designs use the geometric sans-serif font Euclid by foundry Swiss Typefaces, which is printed in
gold foiling on black soft-touch stock for the packaging. “To express a luxury aesthetic, we focused on a
restrained colour palette,” says Peter. “A key consideration for the packaging design was for it to billboard
on-shelf and create visual impact within a retail setting.”