Discipline Faculty

Rebranding the Visual Identity for the Academy of Pastry and Culinary Arts

Jigyasa Thukral

Dr Tridha Gajjar

Academy of Pastry and Culinary Arts is an international group of professional pastry and culinary schools located in Malaysia, Philippines, Gurgaon, Bangalore and Mumbai. Jigyasa’s assignment was to rebrand the academy with a new name and identity denoting both the courses. Research provided answers on the architecture, personality, values, perception and positioning of the brand. The new name was required to cover both areas of specialization, have an international feel and high recall value, with the scope for future expansion.
Name creation strategies resulted in the name ‘PACARTS’ (PAC+Arts where PAC stands for Pastry and Culinary) being finalized, which was the combination
of a descriptive, acronym and neologism name. The final identity superimposed the chef’s uniform with an emblematic coat of arms symbol, signifying a distinctive achievement. The unique symbol allowed for easy recall and application on virtually any surface. Typography, color and application added another layer to the brand’s look and message.