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Creating an entire brand around an existing logotype is a difficult task. We opted for an op-art theme – resurrecting the look of the swinging sixties in London in a fresh and fun way // The sales talk: since chacha took on the William Morris LONDON brand the eyewear company turnover has tripled.

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After an in-depth analysis of crime figures and locations within parks in central London, our brief was to communicate key messages asking park users to take reasonable precautions against crime // Communications were placed in car parks, toilets and concessions; the message and visibility level varying according to the situation // It was necessary to strike the right balance between warning people of potential risks whilst not scaring them away // According to the Met, crime in the parks has since dropped, while park usage remains as high as ever.

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Chacha was commissioned to design a point-of-sale display unit to house this new series of short stories by some of the UK’s most celebrated contemporary authors // A bespoke tiered box was designed, and die-cut to make the most of the organic illustration style.