High-Rise Chocolates and Modular Granola Are As Good As They Sound

By Grove

Apr 30, 2015 | 10:29am Bangkok time

We never knew we wanted our sugar served in cubist polygon until seeing Noble Development’s new gift set designs. Now we’ll never be the same.

This is thanks to the creative masterminds at Ogilvy & Mather who created the high design campaign “Define The Difference” for the condominium development company.

It’s a polygon, you know, that shape you learned about in geometry class, only this time it’s way cooler.

Companies celebrating their VIP customers usually turns out pretty bland. Maybe there’s a fruit basket here, a cocktail party there, but Ogilvy & Mather went with something more bold for Noble. Playing off of the development company’s “be different” design philosophy, Ogilvy & Mather did just that and got us in the gut, literally.

The campaign captures two things humans really love: pretty things and stuff you can eat.

Behold, the Chocolate High-Rise. Part homage to the Noble Reform’s façade, part chocolatey goodness

The campaign is centered around eight limited edition gift sets inspired by a Noble condominium building.

Each gift item was created to represent a major architectural component of the Noble condominium of the set. The thought behind Noble’s building design as well as the edible variety is that everything can be seen in a different light.

Which brings us back to those sugar cubes. What could be more basic than a cube of sugar? Square, white, going to dissolve instantly in your coffee. Same old, same old. But Ogilvy & Mather designers saw the kitchen staple in a different light.

There’s something about the kaleidoscope pattern of the Noble Sugar Cubist – inspired by Noble Re:D – that transforms the commonplace coffee condiment into a decorative piece. The sugar cubes are both figuratively and literally edgy, and we didn’t even know that was possible.

Inspired by the way light dances on a Noble Relfex balcony, the Candy Cupola is almost too pretty to eat but we’re definitely still going to eat each one

The same goes for the other gift set items like the Chocolate High-Rise, Modular Granola, Triagonal Pasta, and Candy Cupola. Each piece is in minimalist and modern geometric packaging, making the snackage even more gift-worthy.

The good news: you don’t have to be a Noble Development VIP customer to snag the avant garde edibles. The treats are available for purchase at every Noble condominium cafe.

Triagnolar Pasta