Case Study: The Chock Shop

The Chock Shop is a beloved name in the artisan dessert scene, known for its rich, gooey brownies served at bustling food festivals, markets, and pop-up events across the UK. With a brand that thrives on indulgence, fun, and a strong visual identity, they’ve built a loyal following of sweet-toothed fans. As their presence at festivals grew, so did the need for a standout sign that could capture their essence—while also aligning with the growing demand for sustainability from event organisers.

The brief came with a clear vision: The Chock Shop needed a sign that would not only turn heads but also meet the eco-conscious standards increasingly required by the festivals they attended. Many of these events had begun to prioritise vendors who embraced sustainability, and The Chock Shop wanted to lead by example. The sign had to be bold, unmistakably on-brand, and crafted from environmentally friendly materials. It also needed to be practical—easy to transport, durable enough for outdoor use, and visually striking enough to draw in crowds.

We began by selecting sustainably sourced timber as the foundation of the sign. This choice wasn’t just about aesthetics—it was a direct response to the eco-criteria set by the festivals. The natural grain of the wood added warmth and authenticity, while its durability made it ideal for repeated outdoor use.

Using CNC technology, we precisely cut the timber into custom shapes that reflected The Chock Shop’s playful branding. Each piece was then hand-painted in their signature colours, bringing the design to life with vibrant, eye-catching detail. The components were pinned together in layers, creating a dimensional effect that gave the sign a handcrafted, premium feel. The result was a beautiful fusion of traditional craftsmanship and modern precision.

One of the main challenges was balancing the need for a robust, weather-resistant sign with the practicalities of transport and setup. The sign had to be light enough to move from event to event, yet sturdy enough to withstand the unpredictable British weather.

To solve this, we carefully selected a lightweight timber that didn’t compromise on strength. The modular design allowed for easy assembly and disassembly, and we used weather-resistant paints and finishes to ensure the sign would hold up in rain or shine. Every detail was considered to make the sign as functional as it was beautiful.

The finished sign made its debut at a major food festival—and the response was immediate. Festival-goers were drawn to the stall, snapping photos and sharing them on social media. The sign didn’t just attract attention; it became part of the experience. More importantly, it met the sustainability criteria of the festivals, helping The Chock Shop secure spots at high-profile events that were increasingly selective about their vendors.

The sign became a symbol of the brand’s commitment to quality and sustainability, reinforcing their image as a forward-thinking, responsible business.