Two of the stores were branded So Chocolate, and as requested, the ODG team worked on another branding, The Chocolatier, and proposed a different design.
So Chocolate stores carry a great number of brands, which made creating clear, organized yet inviting in-store navigation one of the main challenges. ODG worked on a category management solution that made the brands easy to shop for. The agency created emotional messaging for each brand category using distinctive colors: Loved by All, Finest Moments, Twinkles of Joy and Tasty Bites.
Another challenge was the Travel Retail environment: how to attract busy and time-bound travellers and increase their in-store dwell time. The largest store also had a structural constraint as it was ‘open ceiling’ and without a wall.