I'm not 100% sure why I like this packaging so much because it goes against so many branding "rules" I've learned- but I do.
I love the rustic patterned paper, the twine, and the simple sans seriff type. I love how approachable and "cozy" each one is; how unlike most chocolate bars that look identical (and feel mass produced) these have a one of a kind, "made especially for you," artisan feel.
And all this was felt before even tasting the chocolate.
Guess I just answered why I like it so much.