Allies Design Studio


Pump Street Chocolate




Pump Street  Chocolate had become synonymous with great quality, single origin craft chocolate. We were approached to reposition the brand within the luxe end of craft chocolate, with an aim to be the pre-eminent British craft chocolate maker in the global market; to be a globally recognised, ethical brand successfully making the best quality chocolate in the UK. 

We enlisted esteemed lettering artist Peter Horridge to fulfil our design concept for the new Pump Street identity; refining the original letters and creating a considered marque that exudes their perfected skill and mastery in chocolate making. 

“Chris, Rob and I are so proud to be able to share the new Pump Street identity. The process we went through with Allies Design, from brief, to exploring many directions we could have taken, was illuminating and very fulfilling. We learnt a great deal about our strengths and priorities as a business, and where we want to go moving forward. As a result of the meticulous process, we are certain that we have reached the right balance of heritage and development, new and old. We are sure our customers will continue to know and identify with the product they love, and new customers will still turn to us as a design-forward quality, ethical chocolate ”

— Joanna Brennan, Founder of Pump Street Chocolate
susanna cook