Shereen and Samantha are the head chefs at Fabelle Chocolates at the ITC Grand Chola, Chennai. They planned to open an artisanal boulangerie that specialises in chocolates and a variety of desserts and pastries focused on Cacao as the main ingredient. The main objective of this project was to create a brand that was high end and stood out from the rest that already existed in the city. The project relied heavily on research and understanding the client’s vision for the boulangerie, brainstorming and sharing name ideas for the brand, and building a story and narrative to carry forward. The visual research included seeking out a look or a style, an approach or attitude, finding brands of similar business’, studying them and critiquing them constructively. The student’s task was to work on branding and create an identity system. The deliverables included a brand name, brand identity and brand guidelines book, along with the applications and collaterals of the brand in forms of packaging, wall art, social media, etc. The student learnt a lot about the branding process, learnt how to deal with the clients, prepare presentation pitches, effectively communicate ideas, and deal with unforeseen circumstances.
Keywords: bakery, branding, identity, packaging, promotion
Student Name: Maanasa Mahesh
Guide: Mr. Jagadish Kumar, Co-Guide: Dr. Nanki Nath