A New Look for York’s Chocolate Story: Unwrapping Our Story

You may have noticed that York's Chocolate Story is starting to look a little different...

We've been busy behind the scenes, giving York's Chocolate Story a fresh new look – but don't worry, we're still the same place for exceptional chocolate, fascinating stories and of course, a little creativity and indulgence.

The reason behind our new look has been about putting history back at the heart of York's Chocolate Story and recognising where it all began – with the four founding families: Tuke, Rowntree, Terry and Craven.

These were people with vision, ideas and a spirit of innovation, whose influence helped create a legacy that shaped York into the UK's chocolate capital.

Why does York have such a strong connection with chocolate?

Ask most people what York is famous for, and chocolate is likely to be somewhere near the top of the list.

But York's chocolate story is about much more than the chocolate bars we know and love.

For generations, pioneering families including Tuke, Rowntree, Terry and Craven helped shape the city's chocolate-making heritage. Inspired by Quaker values, these families didn't simply make chocolate. They helped change the way it was made, sold and enjoyed – making chocolate more affordable and accessible to the masses.

Their influence reached far beyond the factory walls, too.

Their approach to work, philanthropy and social responsibility left a lasting legacy on York and its people. It's this fascinating combination of chocolate, innovation, people and social change that makes York's chocolate story so special. And it's exactly the story we want to celebrate.

From chocolate history to a new identity

Our new look has been created by LMC Design to help us reflect what makes York's Chocolate Story unique.

At the heart of the brand is a sense of heritage, discovery and indulgence, brought together with a playful spirit that makes York's chocolate history accessible and enjoyable for everyone.

You'll start to see this come through in everything from our colours and typography to our illustrations, imagery and new graphic details.

A palette inspired by chocolate

Have you ever seen a selection of cocoa pods? What colour might you have guessed they were?

Perhaps surprisingly, our new colour palette takes inspiration from the rich burgundy and vibrant orange found in natural cocoa pods, alongside touches of gold and the rich brown of delicious, silky chocolate. It's a look that feels rich, warm and unmistakably chocolatey, while giving us a distinctive and inviting new identity.

Stories hidden in the details

Look a little closer and you'll find chocolate-inspired details throughout the new identity.

We've introduced a collection of bespoke illustrations featuring cocoa beans, chocolate bars, factories and, of course, a Yorkshire Rose! 

There are also two new patterns: one featuring chocolate and York-inspired icons, and another celebrating the founding families behind York's chocolate story.

The story behind the chocolate

At York's Chocolate Story, our expert-guided tours take you through 4,000 years of chocolate history, from the origins of the cocoa bean to the pioneering families who helped revolutionise chocolate-making in York.

You'll discover the stories of the families behind some of the city's most famous chocolate-making history, explore historic artefacts and exhibits, see chocolatiers at work and enjoy chocolate tastings along the way.

It's history you can see, hear, smell, touch and perhaps most importantly... taste!

So, what's new at York's Chocolate Story?

We're getting ready to reveal a brand-new look for our ground floor, creating an all-important warm York's Chocolate Story welcome.

It's a space designed to invite you to experience everything we have to offer – from joining one of our award-winning guided tours or getting hands-on with a chocolate masterclass, to simply popping in to explore the shop.

You can indulge in a hot chocolate from our brand-new hot chocolate bar, pick up something delicious from our shop or discover fresh chocolate crafted by our master chocolatiers.

Because there's always more to unwrap.