Did you know that Mast, the chocolate that became popular thanks to its packaging design?

If you like shopping in supermarkets, you'll notice an interesting change: more and more food products want to rush you into making a quick decision through their out-of-the-ordinary packaging design. Because they know that when a foodie is faced with a lot of choices, he or she tends to follow their feelings.

And this is again represented by chocolate. We still remember some chocolate brands today, often because they have a certain image that is deeply rooted in our hearts, Kisses and Ferrero being among the best.

Today we introduce you to an up-and-coming American chocolate brand, which is known as the Beats of the chocolate world.

Can you guess what's in those above, if you don't tell me?

It's sea salt chocolate from Brooklyn, New York-based chocolate brand Mast. The marble-like packaging is inspired by the process of drying seawater to extract salt.

The packaging is not just printed on, but uses a technique called 'salt resist'. The watercolour pigments are added to the sea salt used in the production of chocolate, creating a wonderful chemical reaction that results in this unique visual effect.

In fact, MAST has put no less effort into the design of its packaging than it has into the development of its chocolates.

MAST generally uses minimalist rectangular packaging that looks much like the way cloth fabric is wrapped, but the typography and pattern of the wrapping paper, and the colour palette, is a masterpiece of graphic design.

Another distinctive feature of MAST is the "limited edition".

Each flavour is only on the shelves for one year, with a new batch the following year. The packaging and the flavours are all new.

It is also often associated with fashion brands such as Shake Shack and Rag&Bone in limited editions.

Unlike the usual mass-produced chocolates, Mast Brothers is the first 'bean to bar' chocolate brand in New York, which means that they control the entire production process, from roasting, shelling and grinding the cocoa to packaging the final product.

Fringe innovation has always come with controversy. From the location of the shop in Brooklyn to the beautiful packaging design, many felt that Mast was merely pretending to be hippie to appeal to the literate youth who were looking for hippie culture.