in an attempt to move away from traditional, often very playful and cute candy branding, the fucking chocolate company establishes a form of anti hero communication, by focusing on unfiltered truths and unapologetic statements when it comes to marketing and manufacturing their products. provocative statements are underlined by simple yet bold design. the chocolate bars reference typesetting boxes as used by linotypoe machines, while the numbers correlate to the percentage of cocoa used in the components of the chocolate bars.
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