Yuta Takahashi's Miltos: A New Chapter in Chocolate Branding

Reimagining Chocolate Packaging with a Touch of Sophistication

Yuta Takahashi, an acclaimed designer, has taken a fresh approach to chocolate branding with his design, Miltos. Inspired by the need for a brand experience that not only encourages consumption but also promotes a deeper understanding of food and sustainability, Takahashi has moved away from the traditional image of chocolate as a children's treat. Instead, he has focused on creating a brand experience that allows adults to contemplate food while enjoying quiet moments.

The unique properties of Miltos set it apart from other chocolate brands. Takahashi's design proposes a "Tree to Bar" concept, a step further from the common "Bean to Bar" approach. This philosophy aims to maximize the aroma of cacao, forming the identity of a "perfume-like chocolate". The packaging of Miltos mimics the texture of silk fabric, expressing the aroma of cacao. The chocolate itself is designed like a sculpture, with steps that allow consumers to enjoy a rich, melty texture and a gorgeous aroma.

Miltos' packaging is realized using dark blue fine paper, chosen specifically to express the flavor of dark chocolate. The surface of the paper is adorned with glitter processing that shines in various colors, further enhanced by varnish processing that creates a silk pattern. The packaging opens like a book cover, revealing a flavor chart card that details the chocolate's tastes, similar to how wine and whiskey are described. This book-shaped case tells the brand's story, creating a unified worldview from the packaging to the online store.

The design of Miltos was a result of extensive market research and investigation into the user experience of consuming chocolates. Takahashi also studied the connection between the chocolate industry and other seemingly unrelated industries such as fashion, fragrance, arts, architecture, and sculpture. This research led to the creation of a brand that offers a unique user experience, differentiating Miltos from other chocolates on the market.

Despite the challenges of creating a brand that allows consumers to think about the brand philosophy and its background, Takahashi was successful in constructing a brand experience that stands out from the thousands of chocolates sold every year. By broadening the concept of chocolate and integrating inspirations from various industries, he was able to create an offering that is truly unique.

Miltos' design has been recognized for its innovation and creativity, winning the Silver A' Graphics, Illustration and Visual Communication Design Award in 2020. This award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Miltos, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.