Back in 1998 we decided we would give the boot to fancy french pastries (which were concoctions of everything but cake) that had invaded Singapore and bring the humble cake back to its glory days. We resolved to put the cake back into cake and we would make it chocolate. It was a simple resolve and we didn't want to complicate it.
So we started a cake shop selling only one cake - a simple dark chocolate cake between layers of dark chocolate fudge. Real cake one could bite into, rich in taste yet moist and light. Not just mouthfuls of mousse or cream. Not overly sweet but something you could eat and not feel disgusted with yourself right after. Something you would find yourself craving for regularly and never tire of.
Our philosophy is simple & unique. The focus is not variety but quality. Our product line is deliberately limited- even today. We don't advertise (if we have to pay to say we're good, we're not that good). And we don't hard sell. We let you discover Awfully Chocolate your own way.
A typical Store
Our stores are designed to convey the philosophies of our business. Our starting point is usually how the store can enhance its immediate environment. The design philosophy is to stand out, not stick out. We pick to be in places where we can be an asset to the people, shops and buildings that will surround us. That's because we're good neighbours.
Each store is a statement in itself. The one overriding principle is that none of the stores should look like cake shops. The inspiration is not to merely build a stylish place to sell or to drive up the consumers' impulse to buy. It is to convey to our customer that he or she is not walking into a typical cake shop, that there is no comparison and that the products they are buying are unique. No two stores are identical and each has its own unique characteristics.
But all our stores evoke a sense of space and simplicity. Finally, we ask ourselves whether the architecture of the space is sustainable. Does it require a disproportionate amount of resources to maintain? If it does, then it's not good design. And that's not something you can ever say about an Awfully Chocolate store.