Webb & Webb creates designs for Chocodeli boutique

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.’