Bean to bar chocolate brand included in exhibit on Philippine design

The Design Center of the Philippines is hosting an exhibit called “50 Years of Philippine Design and Beyond” in the National Museum of Fine Arts. As its name says, it presents some of the country’s top designs from different fields. One of them is Theo+philo Artisan chocolates, the first bean to bar chocolate in the country.

Not only did the brand pave the way for the luxury and sustainable chocolate market, it’s also known for its unique flavors that marry Davao cacao with iconic Philippine flavors such as calamansi, siling labuyo, and adobo. It’s easily distinguishable because of the lush, maximalist design on its packages that reflect the richness of the chocolate inside.

I reached out to founder Philo Chua to congratulate him on the brand’s inclusion in the exhibit and to pick his brain on design and how it can be used to highlight Filipino products.

How does it feel to be part of this prestigious exhibit?

“I feel honored and ecstatic for having reached another milestone for our company. While we had set out to create great looking products, never would I have imagined that we would be included in an exhibit for 50 years of Philippine Design, which features so many great and renowned designers and artists.”

What is Theo+philo’s design philosophy?

“Our design philosophy is Global Modern Filipino. While we put in touches of Pinoy influences in our designs, we want to stay away from looking like the traditional native Filipino designs that we are familiar with. We want to look forward to what Filipino designs can be instead.”

Theo+philo has always placed importance on packaging and design. Why is this so?

“I have always loved great design and packaging, which is why it was important to me that we create something that is aesthetically pleasing. We also wanted to create a truly Filipino product that we can take pride in globally. I think we have so many great products, but because so many people don't do the extra step to present it properly via good packaging or design, it doesn't get the proper recognition it deserves.”

Why is package design important?

“The first thing we notice about any product is how it looks. A well designed package attracts attention, and helps a product stand out and sell. [It] attracts the right kind of customers because the way a product is packaged sends out a lot of signals/information about what the underlying product is.

“[It] also provides utility. The way a product is packaged also informs the customer how the product is to be used and in what context. Hence, packaging can affect consumer behavior, too.”

What are some steps one can take to widen one’s knowledge of aesthetics and the design process?

“I think in today's interconnected world, it is easier than ever to look at what appeals to today's consumers. Beyond looking at designs online, it's also good to look at social media and see what gets a lot of engagements.

“In addition, I would encourage people to look at designs that may not exactly be in the same industry as one's own industry. We can take inspiration from other industries. For example, I may be in the food industry, but I like to look at the packaging of beauty products.

“It's also really helpful to learn about the print process and what are the available materials that one can use for packaging. Through this manner, one creates their own specifications for their packaging, even sometimes innovating with using new materials that may not have been used for packaging before.”

How can one incorporate Filipino elements in their product design without looking stereotypical?

“I think it's important to have an inner look first and understand one's own identity before venturing into the design process. Most of what we see are people copying other designs because they are too lazy to think about what their brand identity stands for and how it is different from another. I think having a clear identity of who and what you are is the first step.

“As for trying to incorporate Philippine elements, I think it would come out naturally if one has a strong identity. I think those Philippine elements that come out being stereotypical and generic comes when one is trying too hard and is not natural to the brand.”

What’s next for Theo+philo?

“We're always looking into what the future is, and we like to experiment. We've been very fortunate to have had some brand collaborations to extend and push us in ways that we didn't imagine before, and it's something that we'd like to do more of.

“Furthermore, we're constantly thinking about the utility of our products and how we can improve it. As mentioned, packaging can affect how a product is utilized.”

The exhibit runs until March 3, 2024.