Client:
Chocolates By Tomes
Industry:
FMCG – Luxury Artisinal Chocolate
Location:
V&A Waterfront, South Africa
Services:
Logo Refresher, Product Range Development, Website,
Packaging Design, Shop front Design & Store Rental Negotiation.
When TOMES. partnered with Annie John Studios, the brand was ready for a new chapter. Its visual identity had become dated, the product range lacked cohesion and the retail experience no longer reflected the premium quality of its handcrafted chocolates.
Our objective was to modernise the brand from the inside out—creating a distinctive luxury chocolate experience that could support long-term retail growth while remaining true to its heritage.
Modernise the TOMES. brand through a refined visual identity, simplified product architecture and elevated customer experience, creating a stronger foundation for retail growth and long-term brand recognition.
We redesigned the TOMES. identity with a refined, contemporary aesthetic and restructured the product portfolio using consumer insights to create clearly defined ranges across multiple categories.
A new luxury slab collection and premium everyday range were developed, introducing a more considered flavour architecture across both dark and milk chocolate while elevating the overall shelf presence.
Every product was redesigned from concept through to production, including packaging design, print-ready dielines and oversight of the manufacturing process to ensure consistency across the range.
Beyond the products themselves, we helped reshape the in-store customer experience.
Our team assisted in securing a five-year retail lease within Cape Town’s V&A Waterfront while contributing to the redesign of the retail environment to better reflect the renewed brand positioning.
We also developed new staff uniforms, styling guidelines and sales training,
This included a beauty and confidence workshop in collaboration with a leading local makeup artist, empowering the team to present themselves as knowledgeable brand ambassadors and luxury sales consultants
We also facilitated a collaboration with Liquid Gold CBD Coffee, creating an exclusive media dining experience where handcrafted chocolates and premium beverages were paired for invited guests and industry media.
Over a span of 3 months, Annie John Studios transformed TOMES. into a contemporary luxury chocolate brand through a complete identity refresh, premium packaging, retail design, staff styling and experiential marketing. From product development and print production to strategic partnerships and customer experiences, every touchpoint was reimagined to create a cohesive brand built for growth.