“it’s not just a cheesecake, it’s the memories that we shared.”
CONTENT
03
INTRO
18
THE BRAND brand story and mood board
31
MISSION AND VISION
32
COMMENTS from Instagram
35
THE LINE UP the basics and beyond the basics
42
CLICKS TO BRICKS
46
RAISING THE POPSICLES
50
TASTE FOR TRAVEL
52
OPINION interview with Chef Samdy Kan
58
TASTE OF TREND
60
GIVE SPACE SENSIBILITY
66
BRAND PERSONA
74
LOGO GUIDELINE logo styling and typoface
80
THE CUT packaging and product design
92
ONLINE WEBSITE
96
THE PRINTS advertisement
100 OUTRO 109 CREDITS
“We are what we do, not what we say we’ll do.”
If y o u we r e go i n g t o i n d u l g e i n c h e e se c a k e, we pr o vid e s a n u pl i f t i n g a n d f u l f i l l i n g e x pe r ie n c e by i n c o r po r a t i n g t h e pu r e s t a n d f i n e s t i n g r e d ie n t s f r o m a r o u n d t h e wo r l d a n d c r a f t i n g t h e m i n t o t h e be s t c h e e se c a k e s Si n ga po r e h a s t o o f fe r.
Dr i ve n by a pa s s i o n fo r pe r fe c t i o n, e ve r y c h e e se c a k e i s c r a f t e d wi t h pr e m i u m c r e a m c h e e se bl e n d e d wi t h c a r e f u l l y se l e c t e d i n g r e d ie n t s. T h e c o m bi n a t i o n o f i n g r e d ie n t s i s t h a n c r a f t e d t o o u r s ig n a t u r e c h e e se c a k e wi t h a n u n iqu e s m oo t h, so f t t e x t u r e a n d e x c e pt i o n a l t a s t e. Eve r y s l ic e o f o u r c h e e se c a k e i s a n i n t e n se l y pl e a s u r a bl e e x pe r ie n c e, so goo d t h a t y o u c a n’ t h e l p bu t s h a r e i t wi t h t h o se y o u l o ve. T h i s i s t h e s t o r y o f C&F C h e e se c a k e r y, a n d i t s c o n t i n u e s wi t h y o u.
B R A N D
E
S T O R Y
de sser t
a ar t pie ce s , an d from an enjoyable
at on e p oint or an oth er.
treat to an enticing de sser t . Sin ce we
Perhaps
in
laun ch o ur asian inspire d flavo urs in
th e doldrum or won dering
2013 , we have n ot s top p e d growing .
ver yon e
need yo u’re
dow n
what might brighten yo ur m o o d .
N eith er
have
o ur
ap p etite s
Mayb e yo u’re having a cup of tea
ch e e se c ake an d o ur b ran d .
for
with yo ur gro up of close frien ds , th e only thing missing is som e b eautif ul
The
c ake
ingre dient s sug ge s t a craf t sman’s
to
savor.
Or
af ter
yo u’ve
unique
f in e s t
ethic .
an d yo u are craving for som ething
han dy delic a c y - C & F ch e e se c aker y
s we et to refre sh yo ur palate; yo u’re
inhabit s an unusual area w h ere such
tire d an d drain e d af ter a long day
n otions m e et , of fering ch e e se c ake
at
that are n ot easily re sis te d .
min d
In
wan der
p h en om en on C&F
such to
m om ent s , de sser t .
ch e e se c ake
Ch e e se c aker y.
We
o ur
It ’s
a
maker elevate d
ch e e se c ake from a simple c ake to
a cce ssible
an d
f inish e d a m eal with yo ur family
work .
An
flavo urs
luxur y,
a
“It wa s bo r n o u t o f t wo t h i n g s m y pa s s i o n fo r c r e a t i n g so m e o f t h e be s t c h e e s e c a k e s i n Si n ga po r e, a n d wa n t i n g t o c o n t i n u e m y r e l a t i o n s h i p wi t h m y c u s t o m e r s wh o l o ve m y c a k e s a n d ba k e s. It i s m y wa y o f s t a y i n g i n t o u c h wi t h t h e m, s h o wi n g t h e m t h a t I a m s t i l l ve r y m u c h a pa s t r y chef at heart through a g oo d c h e e s e c a k e r e pe r t o i r e,” s a i d Ta y.”
B
aking has always b e en in
Ch ef Tay fo un de d th e s tate- of-
4 6 -year- old Daniel Tay ’s
th e-ar t fo o d solutions company,
blo o d . In
to f ur th er his culinar y ambitions .
fa c t ,
his
late
fath er is a veteran baker
O ut
of
this
em erge d
an d confe c tion er himself with 3 0
Ch e e se c aker y,
years of exp erien ce un der his b elt .
sp e cialis t sh op with it s m e ssage
A n d sin ce yo ung , Tay wo uld sp en d
of qualit y an d af fordabilit y for
his days in th e kitch en h elping o ut
all,
his fath er. Naturally, it sparke d
environm ent .
a de sire in him to take up baking p rofe ssionally; so at age 28 , h e de cide d to get himself train e d in th e ar t of Fren ch pas tr y. Af ter n early 20 years at th e high e s t levels
of
his
p rofe ssion ,
Ch ef
an d
th e
C&F
ch e e se c ake
sus tainabilit y
for
th e
O a
O ur ch e e se c ake wasn’t
fo o d-lovers b e c ause o ur ch e e se c ake
jus t
was
are h om ema de , han dcraf t an d som e
dense an d rich b eyon d
shap e d by th e ar tisan’s to uch . W h en
de scription . We create d
it com e to ch e e se c ake , p erhaps o ur
sinf ully
creamy;
delicio us ,
it
universally
tempting treat . O ur aim wasn’t to make
a
s we eter,
ch e e se c ake;
m ore
colo ur f ul
sup er f icial
shin e ss
favo urite illus tration of th e joys of excitem ent for it s on sake . We has at it s disp osal, in th e form
was reje c te d in favo ur of sup erior
of
depth
p ower f ul weap on - th e abilit y to tap
of
a chieve d
flavo ur, thro ugh
w hich
creation
was of
a
sm o oth , sensually rich tex ture that wo uld b e com e C & F ch e e se c aker y tra demark . E s tablishing o ur bran d as on ce that p e ople wo uld asso ciate with ins tagram wor thy p re sentation an d th e spirit of craf t smanship. In Insis ting on p remium p ro duc t , we
faithf ully
an d
succe ss f ully
implem ente d
c ategoric al
dif ferentiation with oth er bran ds . The
flavo ur
of
th e
ch e e se c ake
sold var y onlin e an d s tore , so yo u won’t f in d all flavo urs ever y w h ere . As
consum ers’
palate s
b e com e
in creasingly sop his tic ate d , deman d is
growing
order
to
for
n ew
reinforce
flavo urs . th e
In
p remium
image an d reasser t it s p re sen ce in th e consum er ’s min d , we has unrolle d a variet y of sp e cial n ew ch e e se c ake . T h ere is an ap p eal to th e
growing
enthusiasm
am ong
o ur
p ro duc t s ,
an
imm ensely
into th e human c apa cit y for sh e er delight .
P A S S I O N S i n c er el y c a r es a b o u t w h a t yo u n eed , wh i c h i s w hy o u r c h ees ec a ke a r e o n l y c ra f t wi t h t h e f i n es t i n g r ed i a n t. It i s i g n i ted by o u r p a s s i o n a n d d r i ve f o r th e b es t.
L O V E We o n l y c ra f t th e f i n es t a n d f r es h es p r o d u c t f o r yo u a n d yo u r l ove o n es . Bu i l d i n g r e a l a ti o n s h i p c l o s er f o r i n d i v i d u a l s .
B O N D We b el i eve th a t th e m o s t u n f o r g eta b l e m o m en ts a r e ti m es w h en yo u s p en d w i th yo u r l oves o n e.
S O P H I S T I C AT I O N Pamper i n g yo u w i th o u r p r em i u m c h ees ec a ke a t a affortab l e p r i c e. Br i n g l u x u r y c l o s er to yo u .
M I S S I O N To cra f t o u r ch eesecakes w ith u tm o s t pa ssion an d dedication usin g th e f i n e st ing redien ts available.
V I S I O N To
br ing
our
attractive
p r emi u m
che e se cake w o rldw ide an d ma ke a l l t his
g oodn ess
available
che e se cake lover.
fo r
ever y
C O M M E N T S
F R O
O M
I N S T A G R A M
T H E
L I N E
U P
C&F p r o d u c t l i n e r ef l ec ts th e b el i eve o f a c ra f ti n g a chees ec a ke f r o m s c ra tc h w i th s el ec ted p r emi u m in gre d i en ts a n d i n s ta g ra m w o r thy o u tl o o k to d i ve r s i f y
“We never give up because great cheesecakes take time to craft”
“You have a place in our heart no one could ever have” F scott fitzgerald
T H E
B
B A S I C S
e g a n wi t h t h e s e g o u r m e t c h e e s e c a ke s co m p r i s i n g f a i t h f u l cl a s s i cs l i ke t h e C l a s s i c N e w Yo r k C h e e s e c a ke a n d O r e o C o o k i e s & C r e a m C h e e s e c a ke . E n d u r i n g b e s t s e l l e r s
t o t h i s d ay, t h e s e f l avo u r s l a i d t h e g r o u n d wo r k f o r t h e b ra n d ’ s g r o wt h . C & F m a d e a n a m e f o r i t s e l f wi t h p r em i u m i n g r e d i e n t s r e ci p e f o r m u l a m a d e u p o f H o k k a i d o m i l k , C h e e s e cr e a m , cr u m b s , e g g s a n d s u g a r. i t s b ra n d s . B e l i ev i n g i n p r ov i d i n g yo u wi t h t h e b e s t !
“Our love extends beyond our wildest though, just to bring flavours that you enjoy.”
B E Y O N D T H E B A S I C S
aw a r en es s o f h ea l thy f o o d a n d ea ti ng
C
Fu r th er mo r e w e h ave ta ken s tep s h eesecake the
is
mainstay
collectio n , contin u e
of bu t
to
h a b i ts . Cu r r en tl y
a ttu n ed to th e
c h a n g i n g f o o d c u l tu r e, C& F r o l l s o ut s er i es o f As i a n i n s p i r ed F avo u r i tes; l i ke g i v i n g mi l o d i n o s a u r s (a l o c a l d r i n k) th e C& F tr ea tm en t.
s ti l l
to b r o a d en o u r f l avo u r s p ec tr u m ,
C& F
d evel o p i n g n ew f l avo u r s th a t b u i l d
we
on
th e
classic
o n es ,
including
ex p a n d
s p ec i a l l y -c o mp o s ed med l ey s o f o ur
and diversify our pro duct l i n e i n
b es t-s el l er s s o yo u g et to tr y 1 0
accordance w ith tren ds in th e f o o d
s p ec ta c u l a r f l avo u r s i n o n e n eat
and beverage indu stry.
c a ke o r th e b u r s t o f j u i c y f r u i t, th e p u n g en t a l l u r e o f M a o S h a n Wa n g
We
introdu ced
lo w er-fat,
l o w er
calorie cheesecake at time of growing
Du r i a n ,
th e
c h o c o l a te
r i c h n es s
and
s mo key
of
d ev i l ’ s
aroma
of
s ea s a l t c a ra mel yo u ’ r e c rav i n g t o
C L I C K S T O B R I C K S
T
o create an immersive rience
brand
exp e-
and
bui l d
mean in gful in terac -
t ions with customers . No thing f ully replaces h u man in te ract ion via mo bile o r digital. A physical presence allow s fo r a de e pe r level o f en gagemen t an d le ar nin g for both the custom er and t h e bran d, and peo ple st i l l crave h u man interactions. We planned to go th e extra mile to g ive c ustomers confiden ce i n our physical sto re an d assur e
“You know it’s true love, when we bring you closer to our cheesecake..”
R A I S I N G T H E P O P S I C L E S “T here is nothing more vulnerable than your creativity!� Brene Brown
N
ext w e are in tro d u c i n g a n ew l i n e o f c h ees ec a ke p o p c over ed in thick choco la te c o a ti n g c u s to mi z ed i n th e p o p u p s to r e an d selected flavo u r s o l d i n ven d i n g m a c h i n e.Th e o p ti o n to en joy premiu m c h ees ec a ke a ny w h er e, n ei th er f o r k o r s p o o n
is re qu ired. This cheesecake p o p s i c l es h ave a d eep a n d r ef i n ed f l avo r a s consu mers can choose it ’ s c o a ti n g f r o m Bel g i a n Da r k, M i l k o r W h i te choc o late coating and drizz l ed w i th th e f i n es t to p p i n g s f r o m s p r i n kl i n g of r ose petals to dustings o f H i ma l ay a n s ea s a l t. Over 2 0 0 , 0 0 0 p o s s i bilit ies aw ait, so h o w w ould yo u d ec o ra te yo u r d r ea m c h ees ec a ke p o p-
T A S T E F O R T R A V E L
A
s to r e w i th i ts u nvei l i n g o f a n e w co ll ec ti o n to a d d i n g i n to th e c u r r e n t As i a n i n f u s ed f l avo u r s . Th i s m a r ke d th e c o l l a b o ra ti o n w i th v a r i o us cu l i-
n a r y a r ti s a n s f r o m a c r o s s As i a to d evel op n e w f l avo u r s , i s a l l a b o u t travel a n d th e exo ti c d e s t i n a ti o n s o f o u r d r ea m s . Th e f ew n ew f l avo u r s t h a t ma ke u p th e d es ti n a ti o n s er i es w er e i n s p i r e d by f a mo u s travel d es ti n a ti o n s a r o u n d th e w o r l d . Fo r
ex a m p l e
Ch en d o l
is
M a l ay s i a n -i n s p i r e d
w h i l e s i khye a l a m o d e p ay s tr i b u te to Ko r e a , t h e b i r th p l a c e o f s i khye. M a n g o c o c o n u t b r i n g s t o l i f e th e f l avo u r s o f Th a i l a n d . K i n j i r o f ea tu r e r e a l Ja p a n es e-s u p p l i ed ku r o m i tz u a n d To a s ted s e s a me b r i ttl e i n c o r p o ra tes th e to a s ted s eed s p o p ul a r i n As i a n c o o ki n g .
“Wherever you go become a part of you somehow.� Anita Desai
T H E O P I N I O N S o u s - ch ef, S u p p l y & D e m a n d
A s h e explain s it , th e ver y sight
own e r a n d fo o d co n s u lta nt S a m d y
of th e b ran d in spire s din ers to
Ka n
order a ch e e se c ake af ter th eir
a lwa ys
Ch ee sec a ke r y
reco m m e n d s
C &F
Ch ee sec a ke
wh e n
a d v i si ng c afe s o r re s ta u ra nt s o n th e i r d e sse r t m e n u s .
m eal .
D c afe s
ue
to
ever-
changing in th e
an d
dining life
tren ds culture , span
re s taurant s
of
have
b e com e sh or ter an d sh or ter. D e spite n ot having th e t ypic al re s taurant con cept , has b e en aro un d for som e tim e . IIt ’s b e en thre e years n ow, b ut I wo uld say we’ laun ch e d at a p oint w h ere som e so ulsearching is in order. I was a c tually involve d with oth er re s taurant s
doing
m enu
consultations b efore I de cide d to lef t for a p erio d to p ursue my ow n b usin e ss intere s t . My role has change d af ter op en e d S up ply & D eman d , currently, as ch ef- ow n er, I also manage s th e kitch en , b ut we’re h oping to change up o ur con cept an d intro duce n ew p roje c t so on .
Can you give us a hint about what the
So your interest go beyond just running
new concept will look like?
your own restaurant. Not everyone who cooks well can become a food consultant,
We hope to make the space a little more
wouldn’t you say?
private. Originally, this was a space where we serve guest, but over the
Yes. outside of running this restaurant.
course of preparing and serving food
Im involved in a wide array of food
for this purpose, we realized that we
related work, primarily menu consulting ,
could probably make a business of it.
catering and food styling. For me, I think
At this time, most of the other cafe and
it come from my particular experiences.
restaurants’ places have sprung up due
After studying Multimedia Design in
to the high increase of rental cost. Still,
local polytechnic, I attended the Sunrice
patrons who came out from the beginning
Culinary Institute, specializing in French
continue to come. Rather than strive to
cuisine. It wasn’t something I had planned,
attract new customers, we want to furnish
but as I experience both design and
these regulars with better benefits.
cooking, I discovered similarities in the processes of the two. The only difference
is that in cooking, you get feedback about
Tell us about your dessert menu?
your finished product right away. It’s actually one thing that appeals to me
The first dessert item I developed when
tremendously about cooking. In food
Supply & Demand opened was a tiramisu.
consulting, you get a variety of feedback
It was all freshly hand-made daily.This
from a larger group of people. This is my
gives us the flexibility to experiment with
approach and I would say it’s been very
a wider variety of preparation methods,
beneficial to me.
and our customers like that. We also put a lot of care into our homemade beverages,
You might say kind emerged from
which include Vodka Infused Chocolate
consulting process as well. What was
Rose Tea and Cocktail Madarchod.
the concept you had in mind for the food here?
As you said earlier, the items on your menu are actually pretty common and
The key was to create a menu that would
easily found elsewhere. What’s your take
be at once unexpected. In away, there’s
on them?
nothing very out of the ordinary about the menu, but we infuse our dishes with
Probably because of my background
a unique style. Our satay pasta, which has
in French cuisine. I find that I often try
been one of the most popular dishes since
to apply french methods. For example
the restaurant opened.
cutting the heaviness of american-style dessert for a lighter experience. Though
What kind of changes did you make to the
people do come to our restaurant just for
menu specially?
dessert, there’s also a high proportion of customers that are eating dessert after
We did some research and we learned
their meal, so we adjusted the sweetness
about the tastes of locals , we found that
and carbohydrate content of our dessert
our main patrons - women in their 30s to
offerings. To minimize the distinctive
40s are eating markedly smaller portions.
texture of flour based desserts, we use a
Their inclination is to order a few small
lot of whipped egg whites instead, which
dishes to share, so that they can try a variety
not only adds volume but also create a
of things. Of course, nowadays people are
billowy, spongy texture.
also uploading an incredible number of thing to instagram at astonishing speeds. We keep this in mind in developing the menu and plating. (Laughs)
So you’re going beyond sweetness, which most dessert have anyway, to play up texture. I expect this make a noticeable difference. Our strategy for dessert relates to the
“Cheesecake is not just about texture. It’s the very process of handling cream cheese demand some degree of mastery. It’s not a very easy technique, which is probably why there are such wide disparities when it come to flavoured cheesecake.” Samdy Kan
emphasis on texture in French cuisine. The reason why French insist on small portions is because of an underlying principle: Eat only as much as you need to get the full taste of the food. No matter how delicious the food is, after three bites, you’re no longer aware of the taste of what you’re eating. Your sense of taste gets dull. You can make dessert more fun by enhancing an element like texture, because then each bite you savour is different. It’s a sort of trick we use. Cheesecake also has different textures depending on the ingredients and how its made, as we can see just by comparing the traditional cheesecake and baked cheesecake. I’m a cheesecake eater. It stands out among all the other cakes out there; it’s my favourite. When i’m in the kitchen, i usually get pretty warm, so when people offer to buy me something, i’ll ask for cheesecake. Actually, when I learned this would be an interview about C&F cheesecakery, I was so excited (Laughs) But that’s not to say I like all kind of cheesecake. I don’t particularly like cheesecake that is so creamy you get thirsty afterward. There’s a certain level of creaminess that I need.
So you’re very particular about your ice cream. Does C&F Cheesecakery measure up to your standards? You could say that, yes. But I prefer those asian infused flavour to original cheesecake. I would go as far as to say the asian infused series is the absolute best flavour. Just the cheesecake alone is the ultimate dessert. I once tried to copy it but it didn’t taste the same. I also realized that the very process of handling cream cheese demand some degree of mastery. Personal tastes aside, which cheesecake flavour would you consider the standard for determining the quality of an cheesecake brand. Most people would probably say the original, but for me, it’s dark chocolate. If your dark chocolate cheesecake is tasty, then in my book, you how how to make a good cheesecake. It’s easy to tell the quality of good dark chocolate cheesecake from various things, like how much chocolate was used, and whether the chocolate is just flavouring or actual powder. A high quality coca powder yields a silky texture with just the right degree of creaminess. It;s not a very easy technique, which is probably why there are such wide disparities when it come to flavoured cheesecake.
T A S T E
O F
HEALTHY EATING
T R E N D
experience”. These included “milo dinosaurs” reminiscent of a group of
In the 2000s, there is a growing concern
friend having supper together and
about health and a greater attention
“chendol” inspired by a backpacking trip
to healthy eating dealt a blow to us,
to Melacca, Malaysia.
and other major purveyors of high fats products. Healthy eating became
T H E A RT I S A N MOV E M E N T
the trend. We introduced a new line of flavours which subsistence high fat
Menus and store aisles today are
content ingredients to healthier choice
crowded with dishes and product labeled
of ingredients or adjusted the ingredient
“artisan”. Found on everything from sea
proportions without affecting the taste
salt to wine, the artisan designation
of our cheesecake for new flavours like
reflects a growing demand for good
caramel, lemon, mint and dragonfruit to
made according to time honored
reduce the caloric content.
traditions, meticulously handcrafted and prepared only in small batches.
TECHNO-EMOTIONAL CU IS I N E
Kinjiro was developed with a well known Japanese chef who have 17
Using food to evoke the emotions or
years of experience in japaneses dessert
memories of you are the very aim of
industries, feature real Japanese-supplied
this techno-emotional cuisine, which is
kuromitzu and Toasted sesame brittle
also known as molecular gastronomy.
incorporates the toasted seeds popular in
Similarity, these collection of flavors
Asian cooking.
was designed to evoke various “flavour
MORBI AMET EGESTAS DUI Praesent pharetra non ligula id tincidunt unc rhoncus.
G I V I N G S P A C E S E N S I B I L I T Y
W
h en m os t c afe were slashing p rice s an d s trug gling to in crease sale s . We wante d to share o ur love by set ting up e s tablishm ent that of fere d p remium ser vice . Rath er than
simply selling o ur p ro duc t onlin e , we a c tively engage d in b uilding relationship with o ur cus tom ers p rovide th em th e b e s t exp erien ce with ch e e se c ake . Using a luxurio us palet te of warm an d co ol sha de s of grey. th e front of th e c afe use s a glass fa c a de w hich allows light to p o ur into all areas , p roviding cus tom ers with a complem entar y view of th e cit y. Dining area is situate d at th e front of th e entran ce , w hich allows g ue s t s to win d dow n an d rela x with a cup of tea w hile enjoying th eir ch e e se c ake . A glit tering chan delier s tan ds at th e center of th e interior, w hich use s in dividual cr ys tals , cons truc te d sp e cif ic ally to refle c t in coming light from o ut side . Featureing fo ur seater marble table s , a single seater fab ric sofa , an d wo o den chairs . G old fram ework surro un ding th e layo ut , intrinsic ally link s all of th e dif ferent areas togeth er, w hils t creating a f in e emb ellishm ent up on th e c afe .
T h ose
fram ework
are
rep eate d onto th e m olding s on th e surro un ding walls , which
use
simple
lin ear
gold shap e s to p rovide a de corative imp re ssion . T h e overall to
th e
layo ut
re sp on ds
o ut side
scen e ,
thro ugh th e subtle ch oice of ear thy ton e s an d use of natural materials , creating a sop his tic ate d yet rela xe d environm ent
w hich
cus tom ers c an enjoy.
TOP LEFT Dinnerware
TOP RIGHT Utensil
BOTTOM LEFT Drinking cup and jug
BOTTOM RIGHT Glass
“Besides cheesecake, you‘re my favorite.”
T P B F
H E O R
E R F E C T Y I E N D
Ke n, 2 9 . At t a che d
w ith
his
girlfrien d
for
3 ye a r s. A g uys w ho do n’t have a crea ti ve way wit h w ords h o w ever h e al w ay s f ind way to be a ro man tic man by d oing t he sw eet an d cute little th i n g s t ha t will make h is w oman feel loved , admir e d an d spoiled. He make sure h e choose the r i g h t g if t t o surprise his w omen o n t h o s e import ant dates an d an n iversar i es .
S O C I A L I T E Ja ne , 3 2 House w ife A la dy of privileged means, w i th lot s of leisure time and mo n ey to spe nd. P u rsu e h er interests at h er dispose. Usu ally spendin g h er ti me shoppin g for lu xu ry go o ds a n d having h igh tea w ith her friend ei t he r a t home or in u pscale cafes L ux ury items an d so phistica ted se nse of style th at is mo d el l ed wit h k n o w ledge gain fro m rea d i n g mag az ines updating h er w ith th e lat e st trends.
C A F E H O P P E R K at hle e n, 25 S t ude nt . Have a r d ent or refined in tere s t i n cake s. Sh e is alw ays seeks th e b es t cake ex perien ces as a hobby rath er t ha n simp ly eating o u t o f conven i e nce or hu n ger. Post ing I nstagram w orthy food, tr y ing out the latest cafe is w h a t s h e doe s daily. S he be lieve fo o d is for pleasu re .
C O N O I S S E U R Re be cca, 38, C he f de Cuisin e Has a g re at deal of kn o w ledge a b o u t t he cuisines, o r an expert ju dge i n mat t e r s of taste. Sh e make s u r e t hose ingredients she u se is th e f re shne ss and premier. Pr e pping and cookin g is a craft. An d it is t he e atin g, w h ich brin gs u p f eeling s wit hin u s. Food enco mpa s s es many t hings; food is n atu re, foo d i s be aut y, a n d fo o d is love.
T H E L O G O G U I D E L I N E To convey the idea of l uxur y, t h e lo go is e m b o dy e le ga nce a nd b eaut y. Mon ogra ms with thin t ype fa ce , a nd wo rd m a rk s w it h f ine d et a ils in t he let tering. Gol d is a cl a s s ic ind icat o r of pre m ie r a nd lux ur y. it s b ra nd s .
COL OR APPL ICAT ION There a re three col or ve rs io ns of t h e lo go . No a b so lut e s re ga rd ing t he selection of the s pecif ic co lo r a pplicat io n, b ut co nt ex t , co nt ra st w it h reg ard to b a ckground col or a nd sur ro und ing im a ge r y a nd pro d uct io n p aram ete rs a l l s houl d b e co nsid e red .
G OLD Pantone 8 17C
BLAC K Pantone Bl a ck
WH ITE Pantone W hite
C L E AR S PAC E To en sure the l e g ib il it y of t h e lo go , it m ust b e sur ro und ed w it h a m ini mu m a mount of cl ea rs pa ce . Th is iso lat e s t h e lo go fro m co m pet in g elements s uch a s photography, t ex t o r b a c k gro und pat t e r ns t h at m ay detract at te ntion a nd l e s s e n t h e ove ra ll im pa ct . L o go m ust b e in a co n si stent ma nne r.
T H E D O N ’ T S 1. D on’ t cha nge the l ogo’s o r ie nt at io n. 2 . Don’ t b eve l or e mb os s th e lo go . 3 . Don’ t pl a ce the l ogo on a b usy ph o t o gra ph o r pat t e r n. 4. D on’ t cha nge the l ogo co lo r s. 5 . Don’ t crop the l ogo in a ny way. 6. Don’ t a dd “g l ow” e f fects t o t h e lo go . 7. Don’ t pre s e nt the l ogo on “ vib rat ing” co lo red b a c k gro und s. 8. D on’ t pl a ce the l ogo on s im ila rly -co lo red b a c k gro und s. 9. D on’ t outl ine the l ogo in a ny co lo r. 10. Don’ t a dd “drop s ha dow” e f fect s t o t h e lo go . 11. D on’ t put a white b ox a ro und t h e lo go w h e n pla ced o n a d a rk o r b us y back ground. 12 . D on’ t reconf igure or cha nge t h e size o r pla ce m e nt of a ny log o e l e me nts . 13 . D o n’ t s tretch or s quee ze t h e lo go t o d ist o r t pro po r t io ns. 14. Don’ t recreate e l e me nts o r re pla ce w it h so m et h ing e lse .
B R A N D T Y P O F A C E
Cinzel
Ci n zel is cons ide red conte m po ra r y, a lt h o ug h it wa s inspired by c la ssi cal Roma n s t yl e . Words that a re a sim ila r le ngt h o r w idt h w ill c reat e a ni ce fo rm for the compos itio n of yo ur d e sign.
Lato Regular A relative ly new t ype f a ce , L at o is a n exce lle nt c h o ice fo r use r int e rface we b s ite de s ign. L ato’s se m i-ro und ed c h a ra ct e r s c reat e a wa r mt h , w hi ch is n’ t a lways a ppa re nt in we b fo nt s. Th e st ro ng fo r m h oweve r, p rov i d e s a s ta b il it y a nd s l ig ht m a sc ulinit y.
Lora Regular
Lora ha s b rus hed cur ve s that m a ke it a ve r y e le ga nt a nd so ph ist icat ed t ypefa ce . T he e f fect of us in g t h e it a lic a nd re gula r t o gt h e r is c h a r m ing .
Great Vibes Thi s i s a cl a s s ic font. For a c ur sive fo nt , G reat V ib e s is o ne of t h e m o s t easy to rea d. Its s ub tl e s l a nt , m ed ium we ig ht , a nd eve n x-h e ig ht m a ke for g reat a cce s s ib il it y in th e fo r m of e le ga nt let t e r fo r m s.
T H E C U T
W
Sometimes simplicity is key, and that holds true in this packaging. The golden logo and wordings lend to the design nicely, bringing a bit more of a modern twist to the package.
ith products being a wide variety of shapes, sizes, heights and finishes, we uses
a
flexible
insert
system to accommodate an extremely wide combination of hand created treats. Those with a sweet tooth can choose any mix and the box inner can rearrange to accommodate and compartmentalise the selection. Achieving a visually stunning and flexible solution with a welcome lightheartedness, and at the same time maintaining the premium level that the brand looks to transmit to the public and consumers.
The cheesecake was created to be a gift, and appropriately packaged. When you open the packaging box, you have to pull the ribbon off , which is reminiscent of opening a gifts. Thanks to it’s flexibility, this packaging can also be use as a jewellery box after adding a cushion pouch into it. Although the packaging design itself takes centre stage, the photography is also something to behold. Remarkably clean and beautifully minimalist compositions leave us craving more.
“it’s normal to think of us several times a day.”
O N L I N E W E B S I T E
S h o w c a s i n g a l l o u r p r o d u c ts a n d e-s t o r e . A s tra i g h tf o r w a r d a n d u s er - f r i en d l y s c r o l l i n g n a r ra ti ve c o m mu n i c a ti n g th e i d ea s , fe e l i n g a n d f ea tu r es b eh i n d th e p r o d u c t l i n e . T h e a r ra n g emen t o f d es i g n el em en ts w i t h i n a g i ven s tr u c tu r e s h o u l d a l l o w th e r ea d e r t o ea s i l y f o c u s o n th e mes s a g e, w i th o u t s l o wi n g d o w n th e s p eed o f h i s r ea d i n g .
T H E P R I N T S
W
e finds a way to include elements specific to all celebrations in the ads for our cheesecake that have
nothing to do with the respective celebration. We believable emotional branding bring in great conversion rates. We used innuendo to compare eating cheesecake to witness or as a token of love for the most important day in her life. There were no image of just showcaing the product itself nor the pricing and the name of the cheesecake appear in the ad. Rather, you were more likely to find images of important memories of you. Copywriters went a step further by using suggestive phrases such as “like you” and “you‘re my favorite.” Outdoor advertising is particularly effective at communicating the qualities of our cheesecake. For instance to emphasize that our cheesecake is made with fresh ingredients, all we need is to fill up the ad with image of those ingredients being used . The ad’s text, which describes ingredients and flavors, was made to look like a form of source code.
“Love of beauty is taste. The creation of beauty is art “ Ralph Waldo Emerson
“i t ’s n o r m a l t o t h i n k o f o u r c h e e se c a k e se ve r a l t i m e s a d a y.�
CREDITS MENTORS Keith Tan Terence Yeung Will Kolen
PRINTING E -Solo Print Pte Ltd
IMAGES Cat & The Fiddles Pana Chocolate Pinterest Instagram
VIDEO Youtube.com Video.pixel.com
SOUND EFFECT Melodyloops.com
E S P E C I A L LY T H A N K S T O F orcus group participants and those who make this book possible
TRIBUTE TO My beloved grandma
CHIEF EDITOR A ng liping