Brand Audit, Brand Strategy, Brand Messaging, Visual Identity, Packaging Design
CEDELE
CELEBRATING 27 YEARS OF KINDNESS SERVED
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
The Larger We Grow, The ‘Smaller’ We Act
With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers. We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all.
Reviewing each of their touch points, we redesigned the key ones to bring out their warm personality, honest approach, and thoughtfulness in every moment shared with their customers.
As a brand that prides themselves on good quality ingredients, hand-made bakes, and gently-prepared food that nourishes bodies, we had to ensure these intentions were articulated so as to align the thoughts of the team with what customers perceive.
Reviewing each of their touch points, we redesigned the key ones to bring out their warm personality, honest approach, and thoughtfulness in every moment shared with their customers.
As a brand that prides themselves on good quality ingredients, hand-made bakes, and gently-prepared food that nourishes bodies, we had to ensure these intentions were articulated so as to align the thoughts of the team with what customers perceive.
Made with Thought and Care
With the brand’s heart in mind, we built a consistent and recognisable visual language that expresses Cedele’s artisanal and thoughtful roots; with a simple, no-nonsense identity system that is friendly and down-to-earth.
Slight imperfections in the logo and brand typeface softly echo the personal and handcrafted flair of Cedele as a business run by fellow humans. Special care was taken to art direct the imagery to support the brand’s natural, wholesome, and genuine essence. A library of illustrations from an earlier brand refresh was inherited and retained, but re-interpreted with the intention of creating more opportunities for storytelling when one encounters Cedele.
Menu boards were carefully redesigned to ensure clarity is provided to customers, while promotional templates were crafted to highlight key products without compromising on brand equity.
With the brand’s heart in mind, we built a consistent and recognisable visual language that expresses Cedele’s artisanal and thoughtful roots; with a simple, no-nonsense identity system that is friendly and down-to-earth.
Slight imperfections in the logo and brand typeface softly echo the personal and handcrafted flair of Cedele as a business run by fellow humans. Special care was taken to art direct the imagery to support the brand’s natural, wholesome, and genuine essence. A library of illustrations from an earlier brand refresh was inherited and retained, but re-interpreted with the intention of creating more opportunities for storytelling when one encounters Cedele.
Menu boards were carefully redesigned to ensure clarity is provided to customers, while promotional templates were crafted to highlight key products without compromising on brand equity.
A Warm Welcome Home
In all, the new Cedele stores express a return to simplicity and authenticity— amplifying the brand’s renewed purpose as the reliable, thoughtful, bakery café people can turn to anytime.
Honest Food, Made with Gratitude
With this brand refresh, Cedele’s brand purpose is made clearer to customers, returning and new. By pruning back the brand to reveal its core roots, a stronger foundation is set as the team continues on their mission of caring for people by helping them be kind to their bodies.
OUTCOME
Brand Audit, Brand Strategy, Brand Messaging, Visual Identity, Packaging Design
Beyond being a landmark in the landscape, Cedele has been steadfast with their honest goal of doing right by their customers— from sourcing, pricing, to serving wholesome food.
It is an honour for us to have had this chance to strengthen a brand that cares this deeply about its product and people. With a reenergised brand strategy and toolkit, Team Cedele has been excitedly adopting and rolling out the refreshed brand identity across its entire ecosystem, from packaging, e-commerce through to CRM and even how they address their audience on social media.
Since launching their first updated store, Cedele has seen an encouraging response from customers who have the chance to fall in love with the brand all over again.
