Divinity

Limited

Edition

Hotel

Hotel Chocolat (UK) honors to present a range of limited chocolate for Georg Jensen (NY). The limited edition wil be available in selected stores and online in the UK and International market from March 23, 2012 to March 23, 2013.

DESIGN We are MA Design Students from University of Leeds presenting a project of designing a packaging. The aim is to create a brand alliance between the chocolate company and a Scandinavian luxury label. We are representing for Hotel Chocolat (UK company), which has developed a concept for a range of chocolates that has collectable packaging using emotional design for Georg Jensen (New York).

TEAM

Project Manager: Hanh Pham Promotion&Market Researcher: Hanh Pham Design Developer: Aylel Azizova Product Manager: Kam Singh

Brand Identity

-presentative brand

H

otel Chocolat is a British chocolatier and cocoa grower, with 55 stores in the United Kingdom and 5 stores within the U.S.A. and the Middle East.To this day, Hotel Chocolat are the only company in the United Kingdom to grow cocoa on their own plantation.

n the first quarter of 2010, Hotel Chocolat also went into the Middle East and as a result ha

n 2011, Hotel Chocolat opened its Hotel in Saint Lucia, West Indies. The hotel sits on the R as 6 Cocoa Cottages and a cocoa inspired Boucan Restaurant. In December 2011, Hotel C

I

Hotel Chocolat has been awarded Emerging Retailer of theChoc YearExpress

by Retail Week and nomin In 2003, rebranded he 2009 Academy of Chocolate awards. as Hotel Chocolat and launched n 1988, Angus Thirlwell and their first retail store in the city Peter Harris began designing and centre of Watford. The company selling mints as “MMC”, before then grew initially to having four moving to chocolates, some five stores in the East Anglian area, years later. Rebranded as “Geneva with stores in Milton Keynes, Chocolates”, the current co-founders Cambridge and St. Albans openof Hotel Chocolat adapted trade ing between 2005 and 2006. A to the catalogue-based world and full list of stores can be found on before long, had steered towards the their website, adjacent. name “Choc Express”. Throughout these next few years, Angus and PeIn 2006, the company officially ter had turned their focus on making acquired the Rabot Estate in this brand of exclusive chocolates St. Lucia, West Indies, and are available to UK consumers. to-date, the only company in the UK to own their own cocoa In 1998, the Chocolate Tasting Club plantation. Today, the company was launched in Britain, and now has fifty-six stores around the currently has around 100,000 memUK, including twelve locations in bers. To date, the Tasting Club has Central London. trialled over 1,500 different recipes. As detailed on their website, Currently, the company has a the Chocolate Tasting Club sends transactional website, a mail orout boxes to customers all over der catalogue and a retail expanthe country, and each month, these sion program underway for the boxes feature “a brand new selection United States, anchored by a flagof chocolates including cutting edge, ship store on Boston’s Newbury new recipes and timeless classics Street. The store in Boston, Masalike – all made with passion, flair sachusetts, in the United States, using only the best ingredients and is the owner of Hotel Chocolat’s no artificial colours first-ever “Tasting Room”.

ave one store each in Bahrain, Dubai and Kuwait.

Rabot Estate which is perched high up between the Piton mountains. The hotel currently Chocolat plans to open large cottages on the site called Cocoa Pods Luxe.

nated as one of the UK’s CoolBrands. The company were also been awarded Silver prize i

In the first quarter of 2010, Hotel Chocolat also went into the Middle East and as a result have one store each in Bahrain, Dubai and Kuwait.

In 2011, Hotel Chocolat opened its Hotel in Saint Lucia, West Indies. The hotel sits on the Rabot Estate which is perched high up between the Piton mountains. The hotel currently has 6 Cocoa Cottages and a cocoa inspired Boucan Restaurant. In December 2011, Hotel Chocolat plans to open large cottages on the site called Cocoa Pods Luxe.

Hotel Chocolat has been awarded Emerging Retailer of the Year by Retail Week and nominated as one of the UK’s CoolBrands. The company were also been awarded Silver prize in the 2009 Academy of Chocolate awards.

Brand Identity

Scandinavian Luxury Lifestyle Georg Jensen represents quality craftsmanship and timeless aesthetic design, from hollowware to watches, jewellery and home products.

www.georgjensen.com

-Collaboration-

www.georgjensen.com

Georg Arthur Jensen (Au-

gust 31, 1866, Raadvad, Denmark – October 2, 1935, Copenhagen) was a Danish silversmith.

Born in 1866, Jensen was the son of a knife grinder in the town of Raadvad just to the north of Copenhagen. Jensen began his training in goldsmithing at the age of 14 in Copenhagen. His apprenticeship, with the firm Guldsmed Andersen, ended in 1884 and this freed young Georg to follow his artistic interests.

From childhood, Jensen had longed to be a sculptor and he now pursued this course of study at the Royal Academy of Fine Art Georg Jensen brand signs When he was twenty Georg Jensen signed his first sculpture with “My Father” (1887). In 1894 he used the markings GJ as brandsign and from 1899 he often used GJ. In most cases the year was put next to the brand sign. s.

He graduated in 1892 and began exhibiting his work. Although his clay sculpture was well received, making a living as a fine artist proved difficult and he turned his hand to the applied arts.

Again the work was well received, but sales were not strong enough to support Jensen, by this point a widower, and his two small sons.

In 1901, he abandoned ceramics and began again as a silversmith and designer with the master, Mogens Ballin. This led Jensen to make a landmark decision, when in 1904, he risked what small capital he had and opened his own little silversmithy at 36 Bredgade in Copenhagen.

Jensen’s training in metalsmithing along with his education in the fine arts allowed him to combine the two disciplines and revive the tradition of the artist craftsman.

Soon, the beauty and fine quality of his Art Nouveau creations caught the eye of the public and his success was assured. The Copenhagen quarters were greatly expanded and before the end of the 1920s, Jensen had opened retail outlets as far ranging as New York, London, Paris, Stockholm, and Berlin.

Georg Jensen died in 1935, but in the preceding years he imbued the firm with his strongly held ideals concerning both artistry in design and excellence in craftmanship, this tradition has been adhered to throughout the twentieth century.

Although Jensen himself was a proponent of the Art Nouveau style, he had the wisdom and foresight to allow his designers their own freedom of expression which expanded the stylistic scope of what the firm produced and allowed it to keep step with time.

Georg Jensen brand signs

When he was twenty Georg

Jensen signed his first sculpture with “My Father� (1887). In 1894 he used the markings GJ as brandsign and from 1899 he often used GJ. In most cases the year was put next to the brand sign.

Divinity Collection The Hotel Chocolat’s design team is an honor to introduce a range of limited chocolates that has collectable packaging through the use of emotional design for Georg Jensen. The limited edition will be released in selected stores and online in the UK and International market from March 23, 2012 to March 23, 2013.

HOTEL

GJ for