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Knoops is a rapidly growing scale-up that brings the luxury of fine chocolate to high street and home with expertly crafted, gourmet chocolate drinks. In 2024, they opened 25 new stores in the UK alone, as well as in Dubai and Abu Dhabi, with more openings to come in the US. As Design Lead, I worked across all design collateral including store menus, wayfinding, store interior graphics, print and packaging, campaign identity and roll-out. As the company expanded, my work included evolving Knoops’ brand identity to meet new demands.