Caulder Moore creates sensory Thorntons stores



Chocolatier Thorntons is this week implementing a new Caulder Moore-designed store concept across five of its outlets, with plans for a national roll-out next year.


The retail concept aims to reflect the recent breadth of innovation across Thorntons’ products, says a spokeswoman for the premium chocolate brand.


Caulder Moore was appointed following a competitive three-way pitch last year to create a store concept that would help restore and strengthen customer connections with the brand, as well as to reflect recent developments across its product ranges.


Caulder Moore creative director Ian Caulder, who worked with Thorntons head of design Vanessa Christian on the project, says that by adding features such as a chocolate waterfall, chocolatier and icing areas, the consultancy has created a more sensory retail environment.


Key features include a store front created with a peppermint green, powder-coated, metal-sprayed facia with stainless steel goal post trim, holding glass panels lit from above, while high-gloss coloured lacquered displays aim to enhance the Thorntons brand experience.


Areas within the retail space such as a ‘more thought’ panel provide customers with inspiration on how to personalise gifts.


Caulder Moore has also evolved the brand identity for point-of-sale material, including perimeter and category navigation, menus and price talkers, with an ‘ingredients-inspired’ colour palette of peppermint, chocolate, toffee, strawberry and cream, while keeping tone of voice and typography modest, simple and fluid.
The consultancy has also introduced a new photographic style to reinforce the Thorntons brand promise – ‘More thought goes into Thorntons’.


Caulder Moore has previously worked on retail and brand design aspects for chocolate retailing concepts Chocolat Chocolat and Hotel Chocolat.


Thorntons, a £180m turnover company, will implement its latest retail concept at Reading, Bluewater, Nottingham and Edinburgh sites, before a national roll-out planned for next year.

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