Experience chocolate informed by product design
These chocolates are perfect products that recall Apple products in their high level of design sensibility.
The package designs and carefully balanced texture and flavor of the chocolate bars, and the shape they have, make these products in which nothing is left to chance. The future of Tokyo chocolate can be found here at Minimal.
In recent years, the Tokyo chocolate scene has been dominated by the bean-to-bar trend, with a focus on handcrafted sweets and careful selection of ingredients. This is in some sense a return to roots, so the designs are sometimes “craft” oriented or “DIY” in style.
But that isn’t the case at Minimal. They are refined products in which the package, design, and brand have all been imbued into the store, making them like Apple products. Each product is stylish in its own right.
This is especially true of the aluminum packaging. Hanako, one of Japan’s leading magazines on culture, says this is done in order to preserve the flavor of the chocolate.
They employ aluminum packages to retain the flavor of the chocolate for longer.
There is a thought process behind the unique shapes of the chocolate bars, too. There are sections for biting, for comparing the texture, and so on. Each piece serves a different purpose.
The vertical piece at the left is intended for sharing. The piece at the right lets you sample the difference in texture with each bite.
The layout of products in the shop and their descriptions are also clean and easy to understand. “Metro Minutes”, a famous free newspaper found in Tokyo’s subways, says that the descriptions accompanying the chocolate bars are perfect for beginners to bean-to-bar.
All of the products are explained and accompanied by samples, so you can taste them as you go, comparing the differences.
In addition to listing the flavors and features of each product, they also list the production site, bean type, harvest date, cacao density, bean size, roasting method, and more on a recipe card on the package.
Naturally, their commitment to quality is unrivaled. This is detailed in a 2017 article in & Premium, one of Tokyo’s leading lifestyle magazines.
They are leading the bean-to-bar culture in Japan with an emphasis on total quality, such as by going to production regions to select the beans and changing the roasting temperature and milling based on the beans
Minimal is in every way aiming to update the chocolate culture in Tokyo. You must visit the shop yourself and fully experience their worldview with your five senses.
- Minimal - Tomigaya main store
- 2-1-9, Tomigaya, Shibuya-ku, Tokyo
- Minimal - Ginza Bean to Bar Stand
- 3-8-13, Ginza, Chuo-ku, Tokyo