[Scroll]
98 percent - pure cocoa
Our core focus is on creating chocolates that are not only delicious but genuinely beneficial, moving away from the conventional guilt associated with sweets. The brand name, 98%, serves as a direct and bold statement of our commitment to a high percentage of healthy, pure ingredients. A key differentiator for 98% is our innovative design-centric approach to sales. We believe that the visual appeal of our products is as crucial as their taste and health benefits. This translates into thoughtfully designed packaging where the "98%" text is the undeniable highlight, prominently featured and integrated with a color palette specifically chosen to reflect and
enhance each unique flavor.
WHY
AND HOW
[1]
PROBLEM
Coffee branding typically relies on muted minimalism, often blending into a "sea of sameness." Naila, a startup bridging India and Japan, needed to disrupt this norm with an energetic identity that communicated high impact and cultural vibrancy without sacrificing brand clarity.
[2]
SOLUTION
We engineered a dynamic system featuring 150+ colorways and 10+ typefaces to maximize expression. By anchoring this variety within a consistent "parent" design structure, the final identity is unapologetically colorful and energetic, yet remains structurally simple and instantly recognizable.
