There's a big push around the idea of craft and it's manifesting itself everywhere, especially in food. This is a movement against the sameness of mass production,the lack of humanity and personality inherent in these products. This film by The Scout about Mast Brothers Chocolate is really well put together, it might not win any comedy awards and it takes itself a little too seriously, but it shows just how passion, craft and story can come together to create a compelling brand.
