When Cupid lets his arrow fly, a love story begins. And ours with Balocco has lasted for years, constantly bringing us new challenges and new projects.

The latest led us to create MaxiCiok: a journey born from the desire to turn a seasonal product line, dedicated to the most indulgent moments of Christmas and Easter, into a brand able to build a recognisable identity and gradually gain its own independence from the mother brand Balocco, and which now also includes irresistible biscuits ready to win over every chocolover!

A POSITIONING THAT SPEAKS TO THE HEART
To build MaxiCiok, we started from what makes it truly irresistible: chocolate. Not as a simple ingredient, but as a symbol of sharing and pleasure.

This gave rise to “Grande Amore al Cioccolato” (Great Chocolate Love), the positioning that shapes the entire brand universe and guides every element of the identity, with an engaging, contemporary language.

THE MAÎTRE CHOCOLATIER
Telling the story of this world is Cupid, reimagined as a chef in love with chocolate and star of the brand's hero video.

Around him we built a complete identity system: a packaging system featuring the iconic chocolate wave and dedicated colours for each product, a biscuit shape made unique by the embossed “M”, and a visual language that makes MaxiCiok instantly recognisable.

A project designed to accompany the growth of the brand well beyond the initial categories, while always maintaining the same promise.

Because some love stories deserve to grow big. In fact, MAXI.