From Chalklettering To Branding

Last year Hannah S., who has just then took over the traditional sweet store Domlädchen in Aachen, approached me as she was planning to renovate and rebrand the famous shop. What first started as a small and exciting brief to create illustrated chalkboard decoration for her shop has developed into an extensive branding brief and a long term collaboration.

Located right at the foot of Aachen Cathedral, Domlädchen has been a popular and nostalgic place for buying sweets since 1896. Due to the historical relevance of the cathedral and the shop, Hannah expressed the wish of referencing the famous Aachen folktales, that tell stories about how the historical city became the place, it is now. As every Aachen local knows the fairytales about Charlemagne, the Devil and the clever Market Lady who shaped Aachen and its surrounding area, we decided to turn them into characters who are now watching over the shelfs in Domlädchen.

Role
Graphic Design, Illustration & Branding
For
Domlädchen
URL
www.facebook.com/Domlaedchen/

They became representative for Domlädchen as well providing us with a flexible and playful branding concept.

As Hannah’s business started to grow, she also needed more printed products, such as business stationary, packaging elements, signs and stickers. Being pleased with the playful style of the chalkboards, she has asked me to transfer the characters onto gift coupons, loyalty cards and advent calendars. They are now, not only representing Aachens charming history but they became representative for Domlädchen as well providing us with a flexible and playful branding concept.