Spruced with good karma

​

​

AMA® Raw Chocolate is a limited-edition, artisanal chocolate developed by a small group of Ayurveda enthusiasts, confectioners, and fair-trade advocates from Brooklyn. The brand reflects a shared belief: how something is made matters as much as how it tastes—nothing new, but a subtle reminder to stay mindful of the ethics behind what we consume.

 

Artisanally crafted from Fair Trade–certified organic cacao, fruits from local farms, and other ethically sourced ingredients, it is packed with nutrients and good karma. AMA® is produced in small batches in Brooklyn and available in select local stores.

 

To reflect both craft and philosophy, the identity centers around the hand—fingers arranged in mudra-like forms—visually expressing care, intention, and integrity. The visual identity draws from ancient mudras—hands forming symbolic gestures of joy and offering a square of chocolate to taste, along with an opportunity to contribute to fair consumption.

 

The packaging is made from eco-friendly paper and features a simple yet distinctive interchangeable sticker that reflects each product’s flavor. As each batch of chocolate varies in cocoa percentage and composition, the system embraces the nature of artisanal production while maintaining a cohesive look and feel, all while keeping packaging low-cost and sustainable.

 

To support this approach, a flexible sticker system was developed for an evolving range of fruit flavors—simple, clear, and adaptable. Each cocoa percentage can be paired with any flavor, mirroring the logic of the chocolate itself. This allows packaging to be produced on demand, remaining sustainable and true to the handcrafted character of the brand.

​

Scope: creative direction, brand identity, illustration system, packaging design