Taylor Kennedy’s bean-to-bar chocolate presents a ritual tasting experience in pairs of two very different bars from two very different plantations.
My positioning line, "The Universe is Unfolding", ties the concept to the varied geographic origins of cacao and the unique packaging, designed around a dramatic unfolding and reveal of the product.
The promotion program for SIRENE was an education in the science of terroir, fermentation and other aspects in the growing category of bean to bar chocolate. I developed a voice for the brand to bring the chemistry 101 content to life.
The Lexicon of Enlightened Taste
One taste of Sirene chocolate may leave you speechless. But there is a name for every note in bean to bar chocolate. It's right there, on the tip of your tongue. So to aid in your quest to identify every subtle note, we present the chocolate flavour wheel.
Pure bliss. Crafted by fanatics.
Bean-to-bar is the term used to identify companies that make chocolate bars from cacao beans, as opposed to those that buy chocolate from industrial chocolate makers.
SIRENE chocolate is made with cacao beans sourced from carefully chosen farms. SIRENE controls the entire chocolate-making process - from the raw bean to the finished bar - to preserve each farm’s distinctive flavour. The end product is an experience entirely different from commercial chocolate.
Many are considered. Precious few are chosen.
The selection criteria for SIRENE cacao beans is all important and includes key terroir factors such as location, elevation, tree type, climate and other growing conditions. Once the farm is selected, the beans are imported to the SIRENE workshop to be sorted, roasted, winnowed, ground and molded in small batches. That’s a lot of very careful care and attention to produce a small batch of chocolate and there is a very good reason why.
A higher state of chocolate consciousness.
Using beans sourced from a single farm produces the single malt of the chocolate world: single origin cacao beans with more variety and complexity of flavour than wine grapes. Like blended wines or blended whisky, 95% of consumer chocolate is an homogenous blend of mass produced beans. This method is cost-effective but the results are less than flavourful.
After all, cacao beans are food.
Today, we all realize the importance of climate, elevation, soil, and skill of the farmer in creating the flavour of a grape, an apple or a strawberry. Those same components of terroir play an even more important role in the creation of an exquisite, organic, single origin cacao bean.
Finally, the bars are folded into the distinctive, numbered SIRENE box. We leave the unfolding to you.