There once was a little boy named Max whose mouth often betrayed smudges of chocolate. In 2009 the father of that same boy opened a shop in Lucerne, inspired by his son's passion. Max Chocolatier was born – a place devoted to the finer art and craftsmanship of chocolate. Driven by the vision of "experiencing chocolate for the first time" the creative starting point for the brand development exercise was to create a brand that you could almost taste. Looking at the delicate nature of the raw ingredients and the precision required in its creation, a brand mark was created that felt light and airy and yet was rich in detail and nuance. The colours and especially the images were carefully chosen and shot to complement the brand mark and to offer a sensory experience. Still happily mixing results from the shop, a group of the world's best chocolate artists turn sweets and treats into heart melting experiences. The new brand echoes the Max Chocolatier passion for excellence and provides the perfect backdrop for the business's continued work with "one of the finest things in life".