Mast Brothers, the New York-based chocolate maker whose flagship locations include Los Angeles and Brooklyn as well as East London, was founded by sibling duo Michael and Rick Mast in 2007.
Walking past their Redchurch Street store is a sensory experience that makes it irresistible to step inside, as the sweet smell of cocoa (and presumably success, too) captures you. Born from an obsession for innovation, craftsmanship, detail and simplicity, their confections combine all of these factors, which much of the chocolate industry doesn’t even consider important.
This extends to the way they brand and market themselves. Of course the chocolate is exceptional, but before you get to that, their bars are just as creative and impactful as the clarity of flavour that makes the many Mast flavours stand out. With collections of chocolate on offer, some named after their three main locations, the brand experience is entirely visual to begin with.
As expertly designed as the brown gold inside, featuring colourful artwork and photography and bold but simplistic text, the packaging has a lot to say while being straightforward about what to expect. Dark, Sea Salt, Mint, Coffee and Vanilla are some of the more common flavours that can be found on the shelves; Smoke, Goat’s Milk and Almond Butter provide the more creative and unexpected varieties.
Giving fortnightly tasting sessions and monthly chocolate making workshops in their Redchurch Street outpost in Shoreditch, private tours will also give an insight into their production process. Admire the impressive, spacious interior that shows off the chocolate bars as if they were Prada wallets. Behind a glass partition, see the chocolate being concocted in laboratory-style, sleek vision of a chocolate factory. Or just shop. And eat.