The development of the sub brand A XOCO was part of a silver bullet strategy made by DDB for Anthon Berg in 2005. The concept was approved in the end of 2007 and DDB began developing the concept description for the A XOCO brand; name, product concept (design and assortment), packaging and store design.

In the process of designing the identity and packaging for the A XOCO brand the aim was to keep the look clean, making room for the exclusive products to shine. We were going to take a leap from the classic Anthon Berg products that people already knew so well. The Anthon Berg corporate colour, pink, was used in details to spice up and modernise the tight lines of black and white. To communicate the different collections for the seasons, we adapted the shapes of the chocolates and made them into iconic illustrations, used on posters in the shop window and on packaging.

Until now Anthon Berg has opened one store and A XOCO is also sold at various exclusive dealers around the country. The Christmas sales were successful and A XOCO won the innovation award at the Danish Chocolate Festival in March 2009.