CASE STUDY
ABOUT THE BRAND Theobroma is a Parsi family owned and managed bakery, patisserie and chocolaterie started in Mumbai, India. The founder and head of production is Kainaz Messman Harchandrai. Theobroma opened its doors in 2004 at the iconic Cusrow Baug at Colaba Causeway and rapidly spread across various other places in Mumbai and parts of Mumbai and Pune. They’ve established themselves as a leading food destination in highly competitive environment. Theobroma offers a wide range of products which include brownies, pastries, variety of cakes, cookies, chocolates, drinks and bakery items. They also take their breakfast menu seriously, having a wide selection of croissants, variety of eggs, pancakes, sandwiches etc.
MISSION “Commitment to quality, innovative products, honest prices and personalised service. We go the extra mile to put a smile on the faces of our customers.� Theobroma stays true its mission with pure commitment and honesty. They maintain their quality quotient by sourcing best available local produce over exported goods. Where innovative products is concerned, Theobroma keeps up with food trends and delivers its customers with the latest and best baked goods. They have a variety of personalized brownie boxes, assorted chocolates and more. The customers are even allowed to make a selection based on their taste through brownie tasting. This enables the customers to create their own personalized box of savouries to satisfy their sweet tooth. Theobroma has set a benchmark for delivering high quality gourmet food items at affordable prices.
BRAND CULTURE “We make what we like to eat ourselves” Theobroma is a labour of love. The main business mantras of the brand are: Work very hard. Keep customers happy. Look after your staff. Be involved. Continue learning. These mantras are what makes Theobroma stand out from its competition. It is not a profit oriented brand, rather a consumer oriented brand where the satisfaction of the consumers is of prime importance. Kainaz Messman, the owner and founder of Theobroma, thinks as a customer, not as an owner. She states, “if its right for the customers, its right for Theobroma”. Frequent inspections and checks are carried out on the products to see how they can be improved. This also helps maintain the quality of the products. Theobroma is brand which symbolizes true passion for baking and love for food. This love and passion is very delicately transformed into delicious savouries which is relished by its customers.
BRAND IDENTITY DEVELOPEMENT THROUGH VM Colour palette - Pastels
Pastel pink, Pastel turquoise, White, Brown The colours give out a very soothing and subtle vibe which goes with the brand’s personality. The colours can be seen on the walls, on their menu card, furniture, logo of the brand, packaging. These colours can also be associated with bakery goods and products and therefore convey the feel of the store very appropriately.
Store décor - Subtleness with a blend of royalty
Theobroma- “food of gods” in Greek Wooden carves stools & tables, chandelier, wooden carves mirror, wooden staircase, golden paint used on windows and logo all of these manifest a feel of richness and royalty as it is the ‘food of gods’.
Store exteriors - Attracting onlookers
Yellow spotlights on the name of the store, big French windows with golden writings giving a peep into the cosy environment of the bakery is a very tactful way of attracting passers-by.
Fixtures - Display of products
Big glass shelves are used to display their bakes sweet items such as cakes and brownies. Each product has a description plate which serves as a very useful to the customers. Open racks extending from the floor to the ceiling are used to display baked salted products such as freshly baked breads, patties, croissants etc. This kind of a display gives a good look to the customers on their products.
Lighting - Cosy vibe
Spotlights, pendant lights, LED strip, chandelier All of these yellow lights set a very cosy atmosphere inside the store and also attracts the passers-by on the streets through its huge French windows.
Use of fonts - Simplicity with royalty
The use of san-serif fonts on the menu and description cards gives away a feel of simplicity whereas the serif font used for logo of Theobroma blends in royalty with simplicity which goes absolutely with personality of the brand.
PRODUCT TOUCHPOINT Any interaction that might alter the way a customer feels about your product and brand. OFFLINE Brownie tasting: Customers get to taste the brownies and then make their pick. (Experience based)
Bakery scent: The smell of freshly baked goods act as a mood uplifter for the customers (Sensory based)
Packaging: The characteristic packaging of Theobroma increases the recall value of the product
ONLINE Website: Theobroma’s website is very interactive with visuals
that can make your mouth water and specific and detailed discription for each product.
International orders: Theobroma also caters to overseas
customers wherein the customers can reach them via email or facebook to place customised orders.
POINT OF PURCHASE
DESIGN PROCESS - MIND MAP
EXPLORATIONS
CONCEPT What is the first thing that comes to your mind when you think of Theobroma? Cakes, pasteries and brownies, right? This is the reason why the whole design of the point of purchase is inspired from a two tier cake. A new product varient known as the brownie pop will be introduced through this point of The cake will be made of wood which will be made of wood, painted in pastel pink and blue, as these are the primary brand colours. The stand will be made of brass to give a rich look to the whole design. The brass used in the design will manifest a feel of richness and royalty as Theobroma literally means ‘food of gods’. The whole design of the PoP will be very simple and clean yet royal, just like the brand.
FINAL DESIGN Finalised Design : Brownie pop holder inspired from two tiered cake
Location : On the cash counter Brand Communication : a) The design is inspired from a cake (because Theobroma is a bakery).
b) Combination of wood and brass gives a rich and royal feel. c) Pastel shades are used to depict the personality of the brand.
USP : a)Promotes impulse buying b) Brownie pops are a better option for gifting c) The packaging of the brownie pops can be changed according to different occassions.
Strategy : Leads to purchase of more than one unit at a time.
Fulfills customer’s desire to taste more than one type of brownie. Not possible currently due to large size of brownies (also excessive sugar)
SPECIFICATIONS Cake Pop- Height: 5 inches (1 inch inside base) Diameter: 1.5 inches
Brass stem: 1.5 cm diameter/ 18mm Brass Base: 8 inches diameter Tier 1: 6in x 6in x 2.5in (opening in base) Tier 2: 12in x 12in x 2.5in Total height of Pop: Ground height + Tier 2 + Cake pop + Clearance + Tier 1 + Cake pop + Clearance = 2in + 2.5in + 4in + 2in + 2.5in + 4in + 2in + 1in = 21 inches