( Maison Cacao ) Maison Cacao Identity

For the brand identity development of MAISON CACAO, we led the process from brand strategy and concept development to art direction and the creation of its visual identity. By examining the values the brand had cultivated over time, together with the philosophy of its founder and organization, we redefined the source of MAISON CACAO’s creativity as the pursuit of knowledge through travel, the unexpected recombination of what is already known, and the intersection of Art and Science. Beyond the category of cacao or confectionery, the brand was positioned as one that encounters the unknown and transforms discovery into new culture and experiences. The brand personality was structured around Creator / Innocent as the qualities that attract people, and Explorer / Hero / Outlaw as the fundamental spirit that drives the brand toward the unknown. Looking toward the future, Lover / Sage were introduced to strengthen its sensibility, affection, and intellectual depth. Together, these qualities form a distinctive personality that brings curiosity, experimentation, beauty, and intelligence into a single whole. We positioned “the unknown”—for the organization, its people, and its customers—as the starting point for creation. Knowledge, cultures, materials, and techniques discovered through travel and exploration are brought together and transformed into new products and experiences. This philosophy was translated into logo, typography, color, graphics, and photography, creating a coherent identity that embodies MAISON CACAO’s craftsmanship and enduring spirit of exploration.