Challenge
Honouring a century of chocolate and a legacy of leadership
When Charles Flavelle and his partner acquired Purdys Chocolates in 1963, the company was already nearly 60 years old. Under their stewardship, it evolved from a small local chocolatier into a Canadian icon one purple box at a time.
As Purdys approached its 100th anniversary, the family wanted to preserve that story. But where to begin?
The goal wasn’t just to record the company’s past. It was to celebrate a new era. Charles wanted a book that honoured the business’s early decades while shining a spotlight on the remarkable growth that had defined the modern Purdys story.
And, as with any legacy project, balance was everything:
- How to weave together a century of business history and the personal vision of its leaders
- How to blend corporate milestones with the social history of Vancouver and beyond
- How to capture a story that was both deliciously nostalgic and strategically forward-looking
Solution
Mixing history, humanity, and a touch of whimsy
We began the book with 40 pages chronicling the company’s origins in a lively, visual prologue to the story. With that foundation set, the rest of Chocolate of Choice moved confidently into the Flavelle era, focusing on innovation, people, and purpose.
Throughout, we laced in broader cultural and economic context: stories of Vancouver’s changing landscape, Canada’s shifting tastes, and even the history of chocolate itself. These sidebars brought a richness that kept readers turning the pages.
Design-wise, the book was a feast for the eyes.
- Purple and cocoa-brown tones anchored every spread
- Curly serif fonts evoked Purdys’ signature whimsy
- Archival packaging, portraits, and playful type gave the pages texture and depth
- Historical notes and pull quotes created rhythm — like nut clusters in a Sweet Georgia Brown
Result
A centennial celebration that lives on
When Chocolate of Choice debuted in 2007, it anchored a joyful national celebration complete with:
- A Science World exhibition
- A Canada Post commemorative envelope
- And the now-iconic Himalayan pink salt caramel, a new Canadian favourite
The book itself became a keepsake, a celebration of craft, culture, and chocolate that resonated with everyone from employees to lifelong customers. Its blend of authenticity, playfulness, and historical context made it one of Echo’s sweetest success stories.
This wasn’t just a business history. It was a story you could feel, see, and almost taste.
And for Charles, the experience of capturing his company’s legacy inspired something deeper. He soon returned to Echo to help him write his personal memoir — a more intimate reflection on family, leadership, and life beyond the business.
It’s a path we’ve seen many founders take: first, preserve the legacy of the company; then, turn inward to preserve the story of the self. Each book strengthens the other.
One more cool thing...
Creating a children's book
To mark the anniversary, we also helped Purdys create The Chocolatier’s Apprentice, a children’s book about a boy with big chocolate dreams.
Proceeds supported Raise-a-Reader, a national literacy initiative — proof that even a century-old business can still find new ways to give back.
Let’s preserve your legacy — one chapter at a time.
If you liked this story, you’ll love these. Whether you’re a founder or leader preparing to pass the torch, your story deserves to be told — and maybe told twice. Once through the legacy of your company, and again through the lens of your life. Echo helps you do both. Start with the business. Then, capture the human story behind it. Ready to begin?
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