Max Brenner is a man on a mission. A mission to 'create a new chocolate culture in the world'. Originating from Israel, his 'Chocloate by the Bald Man' brand is currently doing very well in Australia, and he's now opened stores in NYC, The Philippines and Singapore. He is creating a series of 'chocolate bars' around the world where people can go an indulge in their own chocolate heaven.
The product packaging, crockery, and the interior environments of the stores all have the personal (and it has to be said, very tasteful) touch of Max himself. Check out the 'Hug Mug' below.
Their hot chocolate is an artform with milk heated by a small candle, bespoke mugs, chocolate buttons to add to taste.
The brand has its own poetic philosophy which is as indulgent as it's subject matter:
"Chocolate, more than any other food, is integrated in to many aspects of our lives. It is a symbol of contradicting emotions and sensations. On one hand, it is the most romantic gift, on the other hand it is a commodity which is traded on the stock exchange. It is sold like a prestigious piece of jewelry carefully selected from a glass case but also as an addictive snack available at every corner store. It is tasted like a fine wine and licked off of fingers dipped straight in to the bowl. It is sexy, nostalgic, and forever an object of fantasy for children and grownup children. These diverse chocolate associations are the inspiration behind Max Brenner's new chocolate culture."
Fascinatingly single-minded approach to building a global brand. How long before someone nominates this as a Lovemark?
As seen on Fitch