In September 2012, Loom collaborated with Honest Chocolate to celebrate the first anniversary of its Parkhurst, 4th Avenue shop.
Honest Chocolate is a small-scale, Cape Town based chocolatier co-owned and operated by Anthony Gird and Michael de Klerk. Honest Chocolate makes use of the age-old method of chocolate tempering – a process whereby melted chocolate is gently stirred and cooled on an ice-cold granite counter top.
Co-owner of Loom, Anthony Keyworth commissioned Honest Chocolate to create a unique flavoured chocolate variant that was limited to an edition of 365 slabs. The ‘One Year Anniversary Edition’ chocolate was made from 72% raw cacao and contained subtle hints of cayenne pepper, cinnamon and vanilla.
Loom and Honest Chocolate invited creatives (artists, graphic designers, illustrators etc) to design the chocolate’s wrapper by running a crowd-sourced design competition via 10and5.com, a popular website that showcases South African creative work. In less than a week, over 115 entries were received from South Africa, Namibia, Holland, the United Kingdom, Canada and France.
Anthony Keyworth (co-owner of Loom) together with a panel of guest judges including three of South Africa’s top bloggers Andrew Berry, Angie Batis and Sandiso Ngubane selected the top 3 entries. The public was then encouraged to vote for their favourite wrapper design via 10and5.com.
This campaign generated extensive editorial coverage in leading local and international press (print and online). A campaign highlight included an in-depth article on international popular culture blog, BoingBoing.net with a global daily readership in excess of 4.5-million people.