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