Xocoloco: A Love Letter to Chocolate, Rooted in History and Madness

Client: Xocoloco

Scope: Naming & Logo Design

Industry: Food & Beverage (Specialty Café, Chocolates)

Year: 2025

The Brief

The founders of Xocoloco came to us with a dream: to open a chocolate-focused café in Manila that wasn’t just about serving sweets—but about telling a story. A deep, flavorful story that begins centuries ago with the galleon trade, when cacao beans sailed from Mexico to the Philippines, changing palates and histories forever.

They wanted a name, a logo, and a brand identity that would both honor the past and capture their passion (read: obsession) for craft chocolate.

The Deep Dive: From Galleons to Cafés

Our discovery process began where most love stories with chocolate begin—in the past.

The history of cacao in the Philippines is a colonial legacy. Introduced during the Manila-Acapulco Galleon Trade, cacao travelled thousands of miles from Latin America, particularly Mexico, where it was considered sacred, revered by the Aztecs, and used as currency and in rituals.

As we traced its voyage from xocolatl to tsokolate, we understood that this wasn’t just about crafting good chocolate—it was about honouring the story of cultural exchange, migration, and heritage.

The Name: Xocoloco

We wanted the name to reflect both the origin and the obsession.

• “Xoco” is a nod to xocolatl, the Aztec word for chocolate. It carries the weight of history and authenticity.

• “Loco” brings in the Filipino and Latin flavour of playfulness and passion. It says, “We’re crazy about this.”

  
  

Put together, Xocoloco sounds like a ritual and a rebellion in one breath. It's quirky, memorable, and deeply rooted.

The Logo: A Modern Echo of the Past

We selected a font that echoes Indigenous Latin American typography, balanced by clean lines and a modern sensibility. The arched “Craft Xocolates” on top creates a ceremonial feel, like a seal. “MMXXV grounds the brand in the present and marks its official birth.

The colour palette leans toward earthy cacao tones—deep reds and browns that recall both raw cocoa beans and traditional Mexican aesthetics.

What’s Next?

With the naming and visual identity complete, Xocoloco is set to launch its first packaging line for handcrafted chocolate bars, where history, culture, and creativity will meet in every wrapper.

This isn’t just chocolate. It’s culture. It’s craft. It’s crazy good.

Xocoloco — Where heritage melts into madness.