How nobody ever got famous by doing the same.

A few years ago, we worked with Kooky – a Build to Rent brand with a simple ambition: offer stylish, well-designed living to young professionals who wanted a bit of Central London cool, without the Central London price tag.

The challenge?

Build to Rent can be a pretty… magnolia industry.
And we get it. Real estate is rightly risk-averse. There are huge investments at stake, multiple stakeholders to satisfy and plenty of reasons to play it safe.

But playing it safe can also mean becoming invisible. So we did something different.

We created a brand with personality. Bold colours. Curves. Geometric patterns. Tongue-in-cheek characters. And a visual idea built around those two distinctive OOs in Kooky.

Everything was designed to make the brand feel as stylish and distinctive as the product itself. And, importantly, it wasn’t creativity for creativity’s sake.

The campaign helped Kooky cut through in a difficult market, accelerated sales and struck a chord with exactly the audience it was designed to attract.
Because memorable ideas aren’t just about winning awards or looking good on a hoarding.

They’re about being remembered.

And when the moment comes to make a buying decision, the brands that spring to mind are the brands that get considered.

That’s why we believe in big ideas at Chocolate.
Not because we’re trying to make things famous. Because we’re trying to make things sell.

Kooky was a great example of what happens when you give a category that’s traditionally played it safe permission to be a little more… kooky.