St. Sinner
A chocolate bar reimagined as mythology.
PRELUDE: THE BRIEF
The world of chocolate had lost its sin. Everything was wrapped in smiles and sweetness, hollow indulgence dressed as joy. We wanted to bring back conflict, desire that felt dangerous, pleasure that questioned its own existence. St. Sinner was created not to satisfy hunger, but to test it.
ACT I: THE FALL
In the beginning, indulgence was divine. Then we corrupted it on purpose. We imagined a brand that could seduce like a confession, merging sanctity and sin into one cinematic experience. The fallen angel became our muse, a symbol of temptation and consequence. Her wings weren’t broken; they were proof of having flown too close to ecstasy.
ACT II: THE CREATION
We stripped chocolate of its clichés and rebuilt it from the ashes. Matte blacks, crimson lines, whispering typography. Every package felt like a forbidden scripture, sacred but human. The visual language was designed to linger in silence, to make the viewer complicit. It didn’t sell sweetness; it sold surrender.
ACT III: THE REBIRTH
When St. Sinner appeared, it didn’t shout. It haunted. The imagery spread across feeds like an invocation, stirring curiosity and discomfort in equal measure. Within 48 hours it went viral, not through algorithms but through awe. What began as a chocolate bar became a modern parable that pleasure, when designed with reverence and rebellion, can still make the world pause and question its own taste.
Credits: Concept, art direction, logo, poster, and packaging design by Arash Giani.
Catalogue No. 001 – SIGNA Archive, Saint Sinner Series, 2025.