Webb & Webb creates designs for Chocodeli boutique

Webb & Webb has designed the identity, packaging and signage for Chocodeli, a new chocolate boutique in London’s Westminster.

The consultancy began work on the project in February after being recommended to owner Sukhi Basra by architect Bruce Gornick, who was involved in the project as a consultant.

Webb & Webb was briefed to work with architect Mark Prizeman to create a ’happy feel’ to the shop that would appeal to families, but would also be ’funky’ enough to allure a young, professional clientele, says Basra. Basra asked Webb & Webb to use ’hundreds and thousands’ to inspire the branding.

Webb & Webb designer James Webb says, ’We didn’t want to create an identity that was like a Rorschach test or Magic Eye. It was a challenge to make an attractive identity out of something that could be blurry or deceptive to the eye.’ The identity will be seen on print communications, packaging – which includes boxes, printed ribbons and cellophane wrappers – and on signage.

The exterior sign displays a 3D version of the logo featuring hand-stuck coloured hemispheres. Webb & Webb has also been involved in translating the identity on to Chocodeli’s interiors, which include a section for the highend chocolate ranges, an ice-cream parlour and a child-friendly section with pre-packaged traditional sweets.

The consultancy has designed a purple neon sign that reads ’Chocodelicious’ and a backlit colour-changing giant ice cream. The shop, which will open at the end of the month, will also feature a working train track that will be suspended from the ceiling.

Webb says, ’We wanted a “Willy Wonka” magical feel with something for everyone. It’s fun for all.’


  • The biggest challenge was translating small colour circles into an identity that could work for both large 3D signs and small 2D labels, says Webb & Webb designer James Webb
  • Renovation work on the site, originally a chemists, revealed walls clad in tongue-andgroove boarding that has been painted in colours to match the identity
  • Architect Mark Prizeman chose an aubergine and chocolate colour palette for the exclusive end of the shop, says Webb

Latest articles