24 Carat chocolate

Alle is an international high-quality jewellery brand with most of its business in Russia and China. They wanted to translate this high quality to a new chocolate brand. To launch the new brand, they were going to open a store in Shanghai, on one of the highest floors of the Shanghai Tower.

We analysed the Chinese chocolate market as well as international players from the US and Europe. We positioned the store as a world of world chocolates. Not just for the Alle chocolate brand, but also for the most exclusive chocolate brands from all around the world.

For the brand itself, we looked into the history of jewellery design and of Alle itself. We created a symbol in gold from the very antiquity of jewellery design. Ancient but also modern. This classic symbol and dark blue background could easily be transferred to every element of the brand’s visual identity, including instore usage. Furthermore, it could be repeated in geometric form to create beautiful patterns for wrapping paper, tablecloths and even wallpaper.