On October 1996, the concept of SINS Choc Shoppe as a top quality chocolatier was born. The metamorphosis came complete with a strong corporate identity, together with an exciting new range of pralines and packaging. Combined with our on-going efforts at marketing and product enhancement, SINS today stands as the pioneer designer chocolatier in South-East Asia.

Aside from the idea that the name is catchy, we believe that chocolates bring pleasure, and the doctrine of pleasure is hedonism. Which means that there is an innate hedonistic element in every SINS product.

Another worthy mention of the SINS image is its logo. Meant as a prelude to the taste of SINS, it is sharply contrasted to form a logo that combines decadence (King Neptune's trident) and a naughty nature (the little S-tail).