The source-of-truth visual and verbal system for the 15G by Chocolate Tripz™ line — an entheogenic premium chocolate bar built on one mountain metaphor and one elevated promise.
The Mantra
The bar is the mountain.
The dose is your altitude.
Version 1.0Effective 2026-05-18Internal Use 21+ Only
Why we exist, what we believe, and the person we're built for.
The Why
Elevation, made elegant.
Most entheogenic chocolate hides behind party graphics, mystic tropes, or clinical austerity. None of that respects the molecule, and none of it respects the adult holding the bar.
15G exists to make the entheogenic experience feel premium, intentional, and grown-up — the way fine chocolate, fine wine, or a fine cigar already feels in adult culture. We treat the experience as something to be prepared for, not consumed in a hurry.
The bar is the mountain. Each piece is a step. The customer chooses how high they go — Basecamp on a Tuesday afternoon, Cosmos on a long ceremonial Saturday — and the brand never tells them which is correct. It hands them the map, the dose, and the language. Then it steps back.
What we believe
Four convictions.
The entheogenic moment deserves the same craft we give to fine spirits and bean-to-bar chocolate.
Dose control is a feature, not a footnote — and it is communicated visually, not buried in fine print.
One metaphor, used everywhere, beats five clever metaphors used inconsistently.
The customer is an adult. Speak to them like one.
Positioning Statement
For the curious, considered adult — 15G is the premium entheogenic chocolate bar that turns dosing into an experience: a 15-piece bar built like a mountain, where each piece is a measured step from Basecamp to Cosmos. Not party fuel. Not mysticism. Elevated chocolate. Elevated experience.
Who it's for
The Considered Adult
25–55, urban or coastal, treats themselves to good wine and good chocolate, has tried entheogenics once or twice, wants the next experience to feel less like a phase and more like a ritual.
Who it's not for
The Party Buyer
Anyone looking for cartoon graphics, mystery dosing, "trippy" branding, or a price below $25. They are well-served elsewhere; we do not chase them, and we will not change our voice for them.
Tier
Premium · $25–45
A "Showstopper Tier 2+" SKU within the FireBar Labs portfolio. Priced and presented to sit comfortably on a shelf next to bean-to-bar craft chocolate, not next to convenience store edibles.
02
Identity
Logo System
The mountain holds the mushroom. The metaphor holds the brand.
Primary Logomark
The mountain & the mushroom.
The mark is two layered mountain ridges holding a single mushroom at their peak — drawn in gold-foil tonality with thin constellation marks above. It is the only mark. It works in foil, in single-color gold, in deboss, and in black-and-white.
Dark & Light Variants
Two backgrounds, one mark.
On dark backgrounds (Dark Chocolate carton, hero pages, social) the mark renders in warm gold foil — gradient from #FFE8A8 to #5E4423. On light backgrounds (White Chocolate carton, stationery, slide decks) it renders in solid dark gold — gradient from #8B6F3A to #2A1F0E. Never invert. Never neutralize to flat black or flat white.
Clear Space
Let the mark breathe.
Minimum clear space on all sides equals the X-height of one mountain peak — the distance from baseline to the central tallest peak in the mark. No other text, graphic, edge, or fold may enter this zone.
1X
1X
1X
1X
Minimum Sizes
Four sanctioned scales.
Below 24 px wide the constellation marks vanish; the mark stops reading. Production sizes are clamped at these four steps.
Favicon
24 px · Min Digital
Label · Small
10 mm · Print Min
Bar Wrapper
130 px · Standard
Carton · Display
200 px · Hero
Misuse
Four ways the mark breaks.
Don't Stretch
Don't Recolor
Don't Rotate
Don't Glow
Allowed Uses
Gold-foil stamp or emboss on premium cartons
Single-color gold (#D4AE6E or warm equivalent) for print and digital
Dark gold variant (#8B6F3A → #2A1F0E) on light or cream backgrounds
Lockup with the 15G wordmark in the established vertical hierarchy
Black-and-white reproduction for legal docs, faxes, low-fidelity print
Forbidden Uses
Stretching, skewing, or non-uniform scaling of any kind
Recoloring to neon, pastel, or any non-brand palette
Drop shadows, glows, bevels, or any 3D effect outside the foil tonality
Adding species names, leaf icons, or other mushroom illustration into the mark
Rotating, mirroring, or detaching the mushroom from the mountain
03
Typography of the Name
Wordmark
A locked three-tier hierarchy — the umbrella, the volume, the attribution.
— The Umbrella —
Chocolate Tripz™
— The Volume —
15G
— The Attribution —
By Chocolate Tripz™
Tier
Element
Specification & Usage
01
Chocolate Tripz™
Anton, all caps, 9pt on bar (front-top brand banner), 18–48pt on cartons. Set tight (letter-spacing 0.34em on small / 0.04em on large). Always sits in the brand banner with hairline gold rules to either side. Trademark glyph always present.
02
15G
Anton, 80pt on bar, 96–200pt on cartons and hero. Always set in gold-foil gradient (#FFE8A8 → #C9A86C). The most visually dominant element on every surface. Pairs only with the volume mark "15G" — never used as standalone digits in body copy.
03
By Chocolate Tripz™
Cormorant Garamond Italic, 8pt on bar, 12–14pt on cartons, set in warm accent gold (#B8843A or theme-equivalent). Letter-spacing 0.40em, all-caps, sits directly under 15G. The byline never appears without the 15G volume mark above it.
+
Tagline
Elevated Chocolate. Elevated Experience. — set in Cinzel, 5–11pt depending on surface, letter-spacing 0.32em. Optional. When present, it sits below the brand banner, never inside the wordmark stack.
04
Palette
Color System
A tight palette of warm naturals, anchored by a gold foil that does the heavy lifting.
Core Palette · The Anchors
Six colors do the job.
Anchor
Ink Black
HEX
#0A0A0A
CMYK
0 / 0 / 0 / 100
Pantone
Black 6 C
RGB
10 / 10 / 10
The deepest ink — body type on light, primary background on Dark Chocolate carton.
Anchor
Cream
HEX
#E8DCC4
CMYK
5 / 11 / 23 / 0
Pantone
7527 C
RGB
232 / 220 / 196
The warm paper tone — body type on dark, fold lines on White Chocolate carton interior.
Hero Foil
Warm Antique Gold
HEX
#D4AE6E
Light
#FFE8A8
Dark
#5E4423
Pantone
872 C (Metallic)
The signature foil. All "15G" numerals, ornamental rules, dose meter, and accent type sit on this gradient.
Carton
Milk-Brown
HEX
#8B5E32
Dark
#5A3A1C
CMYK
33 / 60 / 92 / 28
Pantone
4625 C
The carton color for all three Milk Chocolate SKUs. Never used on a White or Dark base SKU.
Carton
White Carton
HEX
#FFFFFF
CMYK
0 / 0 / 0 / 0
Pantone
Bright White
Stock
UV-coated white
The carton color for all four White Chocolate SKUs. Always paired with gold foil and dark ink type.
Carton
Dark Carton
HEX
#0A0908
Tone
#1F1A14
CMYK
76 / 76 / 80 / 90
Pantone
Black 6 C
The carton color for all three Dark Chocolate SKUs. Foil reads at its richest here.
Support
Cream Soft
HEX
#B8AC92
CMYK
20 / 22 / 38 / 8
Pantone
4525 C
RGB
184 / 172 / 146
Muted variant of cream — used for secondary type, divider rules, and ingredient legalese on dark surfaces.
Support
Cream Bright
HEX
#F1E7D2
CMYK
3 / 7 / 17 / 0
Pantone
7527 C (75%)
RGB
241 / 231 / 210
The brightest cream — used for headlines on dark backgrounds and the brightest interior copy.
Flavor Bands · Ten Identifiers
One band per SKU.
The flavor band is the only place an SKU may carry color outside the core palette. Each band runs a vertical two-stop gradient. Bands never bleed off the bar; they always sit within the wrapper's printed band area at 12% of bar height.
White Chocolate Base · 4 SKUs
01
Cookies & Dream Cream
#5A4424 → #2E1F10
02
Strawberry Shortcake Bliss
#E895A8 → #A85470
03
Birthday Cake Cloud
#E8C75A → #A07F2A
04
Lavender Sea Salt
#A38ECC → #5F4D8A
Milk Chocolate Base · 3 SKUs
05
Peanut Butter Fudge Melt
#F4C898 → #A87838
06
Sea Salt Caramel Truffle
#FFB848 → #C28028
07
Toffee Almond Crunch
#FF9848 → #C26020
Dark Chocolate Base · 3 SKUs
08
Espresso Midnight Mocha
#C28A48 → #6E3F18
09
Hazelnut Noir Ganache
#B8485A → #581C28
10
Raspberry Truffle Noir
#F06088 → #A03058
05
Type
Typography
Four typefaces. Strict roles. No exceptions.
Anton
Display · Numerals · Headlines
15G — ELEVATED.
80 PT
15G
40 PT
The Mountain
24 PT
DOSE TO PEAK
16 PT
FLAVOR BAND
12 PT
15 PIECES · 15,000MG
Usage
All hero numerals, the "15G" volume mark, every section title, every flavor name on the band, every dose level word. Anton is the loudest voice in the room. Reserve it. Never use Anton in body copy or anywhere it could read as shouting at the customer.
Cinzel
Eyebrow · Labels · Tagline
CHOCOLATE TRIPZ
24 PT
ELEVATED
14 PT
DOSE TO PEAK SYSTEM
11 PT
15G · BY CHOCOLATE TRIPZ
10 PT
PROPRIETARY ENTHEOGENIC BLEND
9 PT
VEGAN · GF · ORGANIC · USA
Usage
Every all-caps label, every eyebrow above a headline, every tagline carved in gold. Letter-spacing always elevated — never below 0.18em, never above 0.48em. Cinzel is the brand's quiet, formal voice — the ceremony before the chocolate.
Cormorant Garamond Italic
Byline · Quotes · Editorial Lede
Elevated chocolate.
40 PT
The bar is the mountain.
22 PT
By Chocolate Tripz
18 PT
15G of elevation in every bar.
14 PT
The dose is your altitude.
10 PT
Silky white chocolate folded with crushed cookie crumble.
Usage
Every "By Chocolate Tripz" byline. Every editorial subhead or pull-quote. Flavor descriptions on the carton interior. Cormorant in italic only — the upright cut is forbidden. Always set in gold or warm accent — never neutral.
DM Sans / Inter
Body · Nutrition Facts · Legal
15g of elevation, in every bar.
24 PT
The Considered Adult
16 PT
Start at Basecamp. Move only if you choose to.
14 PT
Each piece is 1g. Each bar is 15g total — fifteen calibrated steps from foothill to summit.
12 PT
Net Wt. 1.58 oz (45g) · Adults 21+ only · Store at room temperature, away from direct sunlight.
Usage
All body copy, nutrition facts, ingredient lists, warning blocks, distributor info, and legal text. Weight 300 for editorial body; weight 400 for compliance and 500 for emphasized phrases. Inter is acceptable as a system fallback but DM Sans is preferred for production print.
06
The Locked Principle
The Base-Coded System
The chocolate inside matches the wrapper outside. Always.
Three carton colorways. Ten SKUs. Zero confusion at the shelf. The wrapper tells you what kind of chocolate is inside before you read a single word; the flavor band tells you which SKU it is.
This is the deepest brand principle, the one that cannot be broken. White Chocolate base wears a white carton. Milk Chocolate base wears a milk-brown carton. Dark Chocolate base wears a dark carton. The carton color is product-side — it answers what kind of chocolate is in here. The flavor band, sitting at the bottom third of the wrapper, is SKU-side — it answers which flavor.
If a future SKU's flavor would force the band into a color that fights the carton, the flavor is reformulated or the band is muted — but the base-coded principle never bends. A White Chocolate SKU never wears a brown wrapper to look "richer." A Dark SKU never wears white to look "lighter." The carton is the truth.
Flavor Band Identifies SKU
White Chocolate
4 SKUs · White Carton
Silky, creamy, brighter. The carton runs solid white with dark-gold foil. The flavor band carries the SKU's personal color — cookies-brown, strawberry-rose, birthday-yellow, lavender-purple.
01 · 02 · 03 · 04
Flavor Band Identifies SKU
Milk Chocolate
3 SKUs · Milk-Brown Carton
Warm, classic, balanced. The carton runs a milk-brown gradient (#8B5E32 → #5A3A1C) with warm gold foil. Flavor band runs in honey-caramel-toffee tonalities tuned to read against the brown.
05 · 06 · 07
Flavor Band Identifies SKU
Dark Chocolate
3 SKUs · Dark Carton
Bold, deep, intense. The carton runs a near-black radial (#1F1A14 → #050302) with brightened gold foil. Flavor band runs in jewel tonalities — espresso, hazelnut, raspberry — lifted to pop against the deep field.
08 · 09 · 10
07
The System
Dose to Peak™
Five altitudes. Fifteen steps. One mountain.
DOSE TO PEAK™ is the brand's dosing language — five named altitudes mapped to piece counts, communicated visually on every surface. It replaces the industry standard ("low / medium / high") with something more elegant and more useful: a metaphor the customer can feel.
The Altitude Meter
Each level adds one piece. Each piece is one gram. The customer starts at Basecamp and chooses how high to climb.
Basecamp
1 pc
Trail
2 pc
Ridge
3 pc
Peak
4 pc
Cosmos
5+ pc
Level
Pieces
Dose (mg)
Experience Vibe
Built For
Basecamp
1
1g · 1,000mg
Calm · Clear · Present
The first step. A Tuesday afternoon, a long walk, a quiet evening at home.
Trail
2
2g · 2,000mg
Focus · Social · Uplifted
A creative session, a small gathering, a slow dinner with people you like.
Ridge
3
3g · 3,000mg
Relaxed · Euphoric · Inspired
A music night, a meditation, an open weekend morning with no agenda.
Peak
4
4g · 4,000mg
Immersive · Intense · Elevated
An intentional, prepared session. With a sitter present if it's a first.
Cosmos
5+
5g+ · 5,000mg+
Transcendent · Cosmic · Boundless
Ceremony-grade. For experienced explorers, planned days, never solo.
The Math
Fifteen, fifteen, fifteen thousand.
Every number in the brand traces back to one equation. The bar holds fifteen pieces. Each piece is one gram. The whole bar is fifteen grams. The whole bar is fifteen thousand milligrams. The product name is the dose.
Bar
15PIECES
Per Piece
1GRAM
Total Weight
15GRAMS
Total Dose
15KMG
08
Verbal Identity
Voice & Tone
Four pillars hold the voice up — every sentence either reinforces one or breaks one.
— I —
Elevated
We use the language of fine spirits, of bean-to-bar chocolate, of well-written travel writing. Never the language of stoner culture, never gimmicky, never trying too hard.
"A measured climb from foothill to summit." — not — "Get LIT, fam."
— II —
Respectful
We respect the molecule. We never reduce the experience to a punchline, never promise outcomes we cannot deliver, never minimize the importance of dose and setting.
"Start small. Stay where you are. Move only if you choose to." — not — "One bite is for amateurs."
— III —
Mountain-Governed
One metaphor, used everywhere. The bar is the mountain. The piece is the step. The dose is the altitude. We never reach for a second metaphor when the first one will do.
"From Basecamp to Cosmos." — not — "Take a journey through the rainbow."
— IV —
Confident
We don't shout. We don't beg. We don't apologize. We say the thing plainly, in a complete sentence, and trust the reader to follow.
"15G of elevation in every bar." — not — "Wow!! Crazy strong!! Buy now!!"
Any species name (Amanita, Psilocybe, Cubensis, etc.).
"Trip" in body copy, "tripping," "tripped out," "trippy."
Cures, heals, treats, prevents, anti-depressant, microdose for depression.
"Gets you high," "lit," "blasted," "wrecked," "blazed," "ripped."
Medical claims of any kind. Therapeutic claims of any kind.
Cartoonish slang, exclamation stacking, all-caps shouting in body copy.
09
Image Direction
Photography
Daylight at altitude — not mysticism, not party.
Every image the brand produces should feel like it was taken on a long, calm afternoon at a high-altitude cabin. Warm light, intentional composition, a few well-chosen objects. The customer should look at the photo and think "I want to feel the way that room feels."
— I —
Lighting
Warm, directional daylight — golden-hour or late-morning at altitude. A single light source, soft falloff into deep shadow. Never flash. Never ringlight. Never even, flat product-photo studio light. The shadow side of the bar should be readable but unmistakably in shadow.
— II —
Mood
Intentional, ceremonial, quiet. The image should feel like the moment before the chocolate is opened — anticipation, preparation, presence. Daylight at altitude, not darkness with candles. We are not a wellness brand pretending to be a spirits brand pretending to be a temple. We are a chocolate brand with depth.
— III —
Composition
Let the product breathe. Negative space is part of the brand — never crowd the bar with extras. Center it, or use rule-of-thirds. Never tilt for dynamism. Never crop tight. Hero shots show the full wrapper, full carton, full silhouette.
— IV —
Props
Linen, stoneware, hand-thrown ceramic, raw brass, dark walnut, pale travertine. Small objects: a brass dropper, a folded linen cloth, a single stem in a stoneware vase, a beeswax candle (unlit). Never glassware that reads "cocktail." Never neon. Never anything new-looking.
Forbidden Photography Treatment
No mystic-trippy effects (fractal overlays, kaleidoscope filters, fisheye distortion). No neon gradients or chromatic aberration as a stylistic choice. No party imagery — no clubs, no nightlife, no crowd shots. No clinical white-box studio photography with shadowless edge light. No cartoon mushrooms in the frame. No species-specific photography (no Psilocybe or Amanita mushrooms appearing in any image).
10
Legal
Compliance Essentials
The 17 mandatory pack items. Verbatim. Non-negotiable.
Every production bar wrapper, every carton, every display piece must satisfy all seventeen requirements below. Missing one is a print recall. The list is binding and overrides any creative request that would conflict with it.
01Brand BannerChocolate Tripz™ + hairline gold rules, top of pack.
16Distributor Info"Manufactured for [Distributor Name & Address]"
17FDA Disclaimer"Not evaluated by the FDA" statement, verbatim.
Warning Block · Verbatim · Required on Pack
"For Adults 21+ Only. Keep out of reach of children and pets. Do not operate heavy machinery or drive after consumption. Effects may be delayed up to 60 minutes — start with one piece. Do not consume if pregnant, nursing, or taking prescription medication. Consult a physician before use if you have any medical condition. Not for use by individuals with a personal or family history of psychotic disorders. Consume responsibly and in a safe environment."
This text appears in full on every pack. Type minimum 6pt, set in DM Sans 400, color cream or dark ink depending on background.
FDA Disclaimer · Verbatim · Required
"These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."
Required on every customer-facing surface where any benefit, mood, or experience claim appears. This includes the carton, marketing collateral, website product page, and email.
The Proprietary Blend Rule
The active ingredient is described only as "Proprietary Entheogenic Mushroom Blend". No species name appears on pack, on the carton, on the website, in marketing copy, in emails, in social posts, or in any customer-facing surface.
This is not a stylistic preference. It is a regulatory and IP protection. The blend's species composition is a trade secret and a compliance posture; revealing it on pack changes the regulatory classification.
Banned Terms on Pack & in Copy
Never appears anywhere customer-facing.
Psilocybin
Psilocin
Magic Mushrooms
Shrooms
Amanita
Psilocybe
Cubensis
"Trip" in body
Tripping
Heals
Cures
Treats
Prevents
Anti-depressant
Microdose for depression
"Gets you high"
Lit / Blasted / Wrecked
Medical claim of any kind
11
Misuse
Don'ts
Six failures that break the system. Memorize them. Refuse them.
These are the most common ways the brand gets broken in the wild — by partners, by overzealous designers, by AI tools given vague briefs. If a request lands and matches any of these patterns, refuse and re-route to the correct expression.
PSILOCYBE CUBENSIS
Don't use species names
The blend is referenced only as "Proprietary Entheogenic Mushroom Blend." No Psilocybe, no Amanita, no species illustration, no Latin.
15G
Don't go neon
No pink-cyan gradients, no chromatic aberration, no "trippy" filter effects. The palette is warm naturals + gold foil. That is the whole palette.
CHOCOLATE TRIPZ
Don't stretch the wordmark
"Chocolate Tripz" and "15G" hold locked proportions. Never scale on one axis, never condense, never extend. If it doesn't fit, redesign the layout — not the type.
YUM!
Don't go cartoon
No Comic Sans, no bubble fonts, no candy-shop palette, no exclamation stacks. We are not a snack brand for kids. We are a premium product for considered adults.
Don't break the dose grid
The 5 × 3 = 15-piece grid is sacred. Never restage the bar with 12, 16, 18, or "approximate" pieces in graphics. Fifteen, every time, exact.
By Chocolate Tripz
15G
Don't invert the hierarchy
"15G" sits above "By Chocolate Tripz." Always. The byline is the attribution, not the headline. If the byline lands first, the lockup is broken.
12
In the Wild
Applications
How the system shows up across surfaces — wrapper, carton, display, social, email.
A locked visual system makes the design problem smaller. Once the carton color is decided by the chocolate base, the flavor band by the SKU, and the typography by the hierarchy, the only remaining variable is the surface. Below: how the system lands on the five most important ones.
15G
By Chocolate Tripz
Espresso Mocha
Bar Wrapper
Flow-wrap film · 65 × 145 mm · portrait · gold foil hot-stamp on Dark and Milk bases, dark-gold offset on White.
SKU IDs always two-digit (01–10). Base codes always white/milk/dark. Version numbers integer only — minor revisions use letter suffix (v1a, v1b). Never use spaces, never use uppercase, never use special characters outside hyphen and underscore.
Change Request
Approval Required
Any deviation from this book — color, type, layout, copy, claim — requires written approval from the brand custodian. Document the deviation, the reason, and the surface it applies to.
Version Roadmap
v1.1 · Q3 2026
Planned: production photography library, expanded social templates, distributor onboarding kit.
Inheritance
Source Locked
Visual system inherited from 15g_lineup_master.html. Any change there must be mirrored here.
Confidentiality
Internal Use
This book is not for distribution outside FireBar Labs and contracted partners under NDA.
The bar is the mountain. The dose is your altitude.