Tokyo-based Nendo creative agency was just awarded “2015 Designer of the Year” at the Maison & Objet (M&O) trade show in Paris. Nendo won for designing a special chocolate lounge and candy named “Chocolatexture.” Instead of basing the names of the Chocolatexture line on the usual attributes – e.g., country of origin, flavor, percentage of cocoa butter content, technique, etc., Nendo based the names on shape. The nine different chocolates are about the same size, but differ in texture. The product names use Japanese colloquial terms to describe the specific shapes. Thus, “Tubu Tubu” implies tiny chunks of chocolate drops; “Goro-Goro means that there are 14 connected points; “Suka-Suka” means a hollow cube with thin walls, etc. The packaging features shape silhouettes as well.
The Nendo chocolate lounge was open for a limited time only during the M&O show in January. The design delegates who attended the event probably wanted to take the well-conceived packaging home to show their staff, but it is questionable how many were actually able to resist the delicious treat.