The chocolate display at British Pantry exemplifies how skilled sign-making can elevate the customer experience while perfectly capturing the store’s brand identity. Photos courtesy Shida Sign Media Group
By Kevin Mackay
Since 1997, British Pantry has been a beloved destination for British expats and lovers of British goods. With a variety of groceries, sweets, and gifts at its two Alberta locations, it’s the perfect place for those longing for a taste from across the pond. Just before the Christmas season of 2023, Shida Sign Media Group was tasked with creating a chocolate display for the West Edmonton Mall location. This project was inspired by a similar concept developed by the world-famous Cadbury in London, UK, and we aimed to bring the same sense of charm and appeal to British Pantry’s beloved store in Alberta.
Here is what we did and how we did it.
A similar scope
The project began when Novesta Projects approached us for this unique display inspired by a similar one in London. The goal was a realistic-looking chocolate display, but they needed our expertise to bring it to life. We collaborated with British Pantry, guiding their initial ideas into a cohesive design.
The project scope included various signage elements: an LED column, sculptured chocolate displays, and branded chocolate bar wrappers, alongside additional signage within and at the store’s entrance.
A striking stand
The focal point of this display is a large acrylic column measuring 203.2 mm x 2,590.8 mm (8 in. x 102 in.), wrapped in vibrant vinyl and illuminated with red-green-blue (RGB) LED inserts. Placing this lighting system allows for colour changes—a visual element that can change to reflect each passing season throughout the year.
Flanking the central column are two sculptured foam displays, each measuring 812.8 mm x 1,828.8 mm x 660.4 mm (32 in. x 72 in. x 26 in.), designed to resemble chocolate rings. These displays draw attention to the store and maintain the intended focus on all things British. Additionally, there are three oversized chocolate bars with their wrapping, each measuring 50.8 mm x 609.6 mm x 1,219.2 mm (2 in. x 24 in. x 48 in.), coated in a glossy epoxy finish and wrapped in digitally printed covers that feature British Pantry’s branding.
The project scope included various signage elements: an LED column, sculptured chocolate displays, and branded chocolate bar wrappers, alongside additional signage integrated into the store.
Shapes and strategies
We aimed to create the chocolate bars as realistic as possible, each standing about four feet tall. The fabrication involved various materials and tools, primarily high-density foam for the displays and a combination of acrylic and vinyl for the column.
During fabrication, we used a computer-numerical control (CNC) router to precisely cut the foam shapes, while jigsaws were employed to make the chocolate look as realistic as possible. Each piece was assembled using urethane glue to ensure durability, and hand sanding was applied to achieve a smooth, natural finish. The chocolate bar covers were initially created as paper mock-ups, which were then slid onto the foam structures to mimic a real wrapper effect.
Small snags
Challenges during the project included ensuring the stability of the tall displays. To keep the structures upright, we used a painted medium-density fibreboard (MDF) tube as an internal support. The installation process required careful planning to ensure the stand stayed upright. The sign is an important feature in the store as it also doubles up as a stand for several of the store’s sweet offerings.
From balancing functionality with authentic brand expression, this project was an exciting endeavour.
Sweet success
Other elements of the design included soft-edge graphics of British flags to bring the overall theme home, along with the exterior storefront sign. A wall mural featuring a postcard design was also included, which visitors use for photo ops when they enter the store.
This project was truly unique, and the client was thrilled with the outcome. The chocolate display at British Pantry exemplifies how skilled sign-making can elevate the customer experience while perfectly capturing the store’s brand identity. By incorporating functional design elements, seasonal adaptability, and cultural references, we created a welcoming atmosphere for shoppers eager to experience a taste of Britain in Alberta. Sign-making is a craft we’re passionate about, and bringing every client’s vision to life is fulfilling.
Kevin Mackay, owner of Shida Sign Media Group, is a seasoned sign professional with more than 30 years of experience crafting custom signs tailored to diverse client needs. Known for his dedication and industry insight, Mackay combines innovation with quality, ensuring each project exceeds expectations. His commitment to exceptional signage has made him a trusted partner for clients in Alberta.
