POROUS: Redefining chocolate as cultural matter and fashion

( Branding, Identity, Packaging, Art Direction, Campaign Design, Visual Design, Digital Presence )

Porous is a premium chocolate house based in Paris, built closer to fashion than food: closer to culture than confection. SHIO was commissioned to construct a complete brand experience—spanning identity, packaging, campaign direction, and digital presence—to position Porous as both product and philosophy.

From the beginning, the approach leaned into duality: fracture and fluidity, indulgence and restraint, confection and culture. The logotype and visual system function as a tension between elegance and disruption. Sharp lines meeting organic gestures. Packaging explores the materiality of chocolate itself: textures that melt, break, and linger.

The campaign direction carries this sensibility into imagery and editorial language. It frames Porous less as a sweet and more as a statement. Digital design extends the same philosophy through a clinical, atmospheric structure that invites immersion, balancing technical clarity with sensory depth.

Porous redefines chocolate as cultural matter. It is at once edible and conceptual, indulgent and enduring. A brand built to inhabit the space between the physical and the poetic.