Thinking outside of the box, the luxury chocolate brand revamped its consumer strategy to reinvent an often old-fashioned category

Luxury chocolate gets a modern twist as the 2nd-generation co andSons Chocolatiers revamps its brand to resonate with today's consumer. With a unique online shopping experience and active involvement in the community through in-store chocolate tastings and popup events, the brand is redefining how luxury chocolatiers operate.

andSons noticed how many competitors had the same or similar retail design. This lead the company to take a new approach, focusing on storytelling as well as revamped store features like vibrant colors and murals that move away from traditional dark wood features found at many retailers.

Chris Dibble

The modern approach is reflected in our overall design, choice of materials and color palette,” said Phil Covitz co-owner of andSons Chocolatiers in an email to PSFK.  “Most luxury chocolate retailers have designed their retail spaces with dated luxury cues such as dark wood, dark packaging and bow heavy presentations. Our store features a colorful cacao tree ceiling mural, hand-made white cement tiles, brass boxes and colorful packaging presentations. It’s a much more modern approach to luxury.”

Chris Dibble

Online, the brand has been attempting to translate the in-store experience to the digital environment. Customers have the ability to purchase the gourmet chocolate online. With delivery seen as a challenge for many chocolate brands, andSons found ways in which to combat this challenge.

Our products spend no more than two days in transit to uphold the care that is needed for fine chocolate,” said Covitz. “When temperatures are high we only ship next day and ship with cooler packs to prevent melting. When care is given at each step of the fulfillment process, customers can expect the same experience and happiness as buying chocolate at our Beverly Hills shop.”

Ed Rudolph

Ultimately, andSons aims to bridge the gap between the old and the new, merging its European heritage with modern inspiration from its Los Angeles business roots to translate a tradition to today's consumers.

andSons Chocolatiers


Lead image: Chris Dibble

Luxury chocolate gets a modern twist as the 2nd-generation co andSons Chocolatiers revamps its brand to resonate with today's consumer. With a unique online shopping experience and active involvement in the community through in-store chocolate tastings and popup events, the brand is redefining how luxury chocolatiers operate.

andSons noticed how many competitors had the same or similar retail design. This lead the company to take a new approach, focusing on storytelling as well as revamped store features like vibrant colors and murals that move away from traditional dark wood features found at many retailers.