Pearlfisher squares up to Chococo brand

Pearlfisher has created a name and packaging for fair-trade luxury chocolate retail start-up The Purbeck Chocolate Co, as part of a wider brief encompasssing store interiors and catalogue design.

The group, appointed by husband and wife team Andy and Claire Burnet through word-of-mouth recommendation, was asked to provide a snappier name for the company, which sells chocolates made from locally-produced goods at a newly-opened factory outlet in Swanage.

‘The original name was too long,’ says Pearlfisher creative partner Karen Welman, who headed the project. ‘We condensed it down to Choco Co, then pushed the two words together.’

The design is aimed at creating distance from traditional chocolate packaging. ‘The aim was category destruction,’ says Welman. ‘We moved away from the expected chocolate image and when we introduce seasonal packaging we won’t be using traditional colours.’

Chococo co-owner Claire Burnet suggests Pearlfisher will also be designing mailorder catalogues and interiors for future outlets. ‘I see its role expanding as needs develop,’ she says.