One Aldwych hotel partnered with Roald Dahl to create an afternoon tea inspired by the iconic story of Charlie and the Chocolate Factory. Thinking of milkshakes mixed by waterfall, fizzy lifting champagne and fabulously fluffy candy floss, the visual style combines Wonka’s playfulness and factory pipes with the contemporary elegant style of the 5-star hotel. The visual identity encompasses a logo lock-up for the partnership, bespoke iconography, patterns, colour palette. The identity has been used in menus, digital, merch and spatial design.