Where the craft, people, and story behind chocolate come alive.

A factory can show how chocolate is made.

But a brand experience should show why it matters.

SMOOR’s Experience Centre allows visitors to witness the journey of chocolate up close. When we first began discussing the project, the space had the potential to feel quite corporate. But SMOOR as a brand is anything but rigid. It’s joyful, welcoming, and celebratory in spirit.

Our challenge was to make the space reflect that energy. Instead of treating the centre like a technical facility, we approached it as a storytelling environment - one that introduces visitors to the people, ingredients, and craft that make SMOOR what it is.

FATLEG worked on shaping the environmental communication and storytelling system across the Experience Centre. From glass façades and walls to key touchpoints along the walkthrough, our goal was to create communication that feels alive, approachable, and full of character.

Rather than relying on a single rigid illustration style, we intentionally brought in different artists with distinct visual styles across the space. SMOOR celebrates diversity, creativity, and flavour - so the visual language needed to carry that same spirit.

For example, the glass façade features a light-hearted illustration style, instantly setting a welcoming tone for visitors. Across other areas, the storytelling shifts to highlight the origins of SMOOR’s key ingredients, grounding the brand in authenticity and craft.

Another important decision was introducing human figures across the illustrations. For us, SMOOR’s true ingredients are not just cocoa or cream, it’s the people behind the craft. Farmers, chefs, teams, and customers all form part of the brand’s story. By bringing human presence into the visuals, the space constantly reminds visitors that chocolate is ultimately made by people, for people.

Every corner of the Experience Centre carries a strategic intention. Nothing exists purely as decoration, each visual, line, and illustration helps explain a part of SMOOR’s journey.

The result is a space that feels less like a production facility and more like a living brand story. Visitors don’t just see how chocolate is made, they understand the passion, ingredients, and people behind every SMOOR creation.

Because when the process itself is beautiful, the best design simply helps people experience the story that was always there.