Scharffen Berger’s packaging redesign was based on the concept of chocolate as an aphrodisiac. It has a twist of humour to it. The concept is our obsession with chocolate, why we eat it and why we love it. The copy was written keeping in mind these aspects that make up the experience of chocolate-eating. 
The higher the cocoa percentage, the more intense the craving.
The design is minimalistic, but still retains the vintage feel that Scharffen Berger is known for.