C&F Brand Bible

Page 1



“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





Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.