Cog Design creates chocolate Kew Gardens campaign

Cog Design has created a suite of materials for Kew Gardens using real chocolate for a campaign celebrating Easter activity at The Royal Botanic Gardens.

The finished promotion image
The finished promotion image

The consultancy was appointed on the strength of a credentials pitch for another project for the client.

The main campaign image is given a cocoa treatement
The main campaign image is given a cocoa treatment

Over the Easter period Kew Gardens is exploring the history of chocolate across different zones in the gardens, from its Aztec origins, through its journey to Europe with Spanish Conquistadors and on to Georgian England.

The Fruitiger font is set in chocolate
The Fruitiger font is set in chocolate

Cog director Michael Smith says, ‘Our task was to distil the messages of historical exploration into an arresting image that appeals directly to the parents of young families (and to the children).

Letter stencils and a generous supply of cocoa
Letter stencils and a generous supply of cocoa

‘The imagery had to be bold and immediate enough to work on banners and posters – it will be used on a transport-based poster campaign – across digital media and on the interpretation materials used to tell the story within the exhibition.’

The main image stencil
The main image stencil

The work adheres to Kew guidelines, and uses a Frutiger font and fixed colour palette.

The design comes together
The design comes together

After presenting a number of ideas and exploring different naming options it was decided that real cocoa powder would be sieved over stencils to achieve the desired effect.

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