THIC (This Isn't Chocolate) is a Copenhagen-based company that creates a cocoa-free chocolate alternative from brewer’s spent grain, a locally sourced barley byproduct from breweries. By repurposing this often-discarded material, THIC offers a sustainable alternative to traditional chocolate, addressing environmental and economic challenges in cocoa sourcing. Their product is sold to local Copenhagen bakeries, which use it instead of chocolate for pastries and desserts.
The design of THIC’s brand identity needed to appeal to local bakeries while standing out in a B2B (business-to-business) context. The visual style draws inspiration from minimalist, craft-focused bakery identities in Copenhagen, emphasizing sustainability and innovation. The logo incorporates the shape of a beer bottle cap, reflecting the core ingredient of brewer’s spent grain and nodding to the brand’s circular economy ethos. Bold, vibrant colors, updated from the original logo, infuse energy into the brand’s visual identity, balancing modernity with a nod to THIC’s roots.
This design positions THIC as an environmentally conscious, forward-thinking choice for businesses. By merging craftsmanship with sustainability and modern design, the branding helps THIC carve a unique space in the market for ethical, innovative ingredients.
