T H E O C H O C O L A T E S O U V E N I R M E R C H C O L L E C T I O N

Before 2025, Theo Chocolate had a well-established tourist business, offering factory tours, cooking classes, and various other experiences. In the summer of 2022, I redesigned their merchandise program to better appeal to tourists and chocolate lovers, moving away from traditional brand-centric items. This shift led to a noticeable increase in retail store merchandise sales. The most popular item was the "Eat Like a Local" t-shirt (pictured below), which became a seasonal favorite and was often difficult to keep in stock during the summer months. Since 2022, we’ve added several new merchandise pieces, though the original collection continued to perform strongly until the store closed in 2025. The Holiday 2024 collection was specially created to coincide with the launch of our Holiday redesign.

HOLIDAY 2024