Chocolate Wonderland is a brand and visual identity
developed for an artisan chocolate shop in Castlemaine, Victoria. As the
graphic and visual designer on a small team, I led the brand conceptualisation
in close collaboration with the brand strategist and was responsible for all
design outcomes. This included the overall visual identity, packaging, visual
merchandising and store branding. I also advised on interior design direction
to ensure a cohesive retail experience through consistent visual direction.
Working to a tight timeline and strict budget, we took the
project from an empty site to a fully constructed retail store in just a few
months. As the brand continues to evolve, I remain involved in shaping its
identity.
The concept for Chocolate Wonderland was inspired by the
client’s vision for a chocolate store that sold everything, a place where
artisan chocolates made in-store would sit alongside premium brands from around
the world. This notion of abundance led us to the playful, yet refined name of Wonderland.
The building itself, constructed in 1918 and largely untouched, featured original Art Deco details that became a key influence. Drawing from Castlemaine’s rich Art Deco character, we created a visual identity that blends these historic elements with a contemporary sensibility. The logo references the ornate decoration above the store’s original entrance.
The building itself, constructed in 1918 and largely untouched, featured original Art Deco details that became a key influence. Drawing from Castlemaine’s rich Art Deco character, we created a visual identity that blends these historic elements with a contemporary sensibility. The logo references the ornate decoration above the store’s original entrance.