Elate
依蕾特

 

Overview 

Helping to bridge and facilitate the growth of the local delicacy (伴手禮) brand Elate, which are famously known for their delicious pudding. From a successful one king product brand, into a treats brand house with many other successful treats. Furthering the growth of the brand. 

品牌概述

好點子協助台南伴手禮依蕾特,這個以美味布丁馳名的品牌,在品牌經營部份持續有斬獲。依蕾特將從單一明星商品品牌,轉變為製作各種美味點心的烘焙品牌,使品牌持續成長。

 

Background

Elate is famously known for their pudding, which according to the brand’s famous story was made by founder Mr. Fang for his daughter when she was studying hard for school. Many visitors to Tainan would be like pilgrims, lining up for 30 minutes, just so they can bring some treat home. However the success of the pudding product also made Elate’s product diversification a challenge. We were asked to assist Elate in building a brand strategy to facilitate this product diversification. 

品牌背景

依蕾特以布丁遠近馳名。依蕾特布丁來自創辦人方先生身為爸爸的愛心,它是一份給在校苦讀女兒的禮物。許多來台南的遊客都會到依蕾特朝聖、排上三十分鐘的隊,滿足地帶一份美味布丁回家。然而單一產品的成功,卻使依蕾特產品的多元性面臨挑戰。好點子接受依蕾特委託,協助打造維持產品多元性的品牌策略。

 


Identity

Since the treats Elate produced are Western ones, we felt using English over Chinese would feel more authentic and convey quality of it’s products better then the original Chinese dominated identity. A slightly hand written feel logotype was created to communicate the craftsmanship and R&D ability of Elate. 

企業識別

依蕾特所製作的是西式點心,相較於原有企業識別,我們認為以英文為主、中文為輔的型態最能貼切傳達品牌性質。好點子也選擇手寫字型,來傳達依蕾特的手藝與研發新品能力。

 

Colors

We studied the previous color usage of Elate, and decided only to keep purple, as it communicated most the sweet and romantic feeling the brand wanted to convey. We are happy to see that even in a short time, many people have identified the new purple with Elate, with bloggers calling it « Elate purple ». 

企業色調

我們研究原有企業識別的用色,決定保留紫色,因為紫色能傳達品牌擁有的甜美浪漫感受。好點子很高興看見在短時間內,許多人就能認得依蕾特的全新識別與色調,甚至有部落客將之稱為「依蕾特紫」。

 

Pattern

We developed a pattern based on the identity which could be used as a wall-paper and ribbon, the distinctive and elegant patterns helped to communicate the brand’s identity on many surfaces which needed a touch of  decoration. 

商標圖樣

遵循企業識別,好點子將這些元素運用於壁紙與緞帶設計。依蕾特辨識度極高的優雅圖樣,能透過這些裝飾性材料有效傳達品牌氛圍與價值。

 

 

Packaging

The packing for Elate not only had to be appealing to customers, it also needed to meet Elate’s tough demand on it’s insulation capabilities, as the products needed to be kept cool.

包裝設計

依蕾特的包裝不只為了吸引消費者,我們的企業夥伴希望它必須擁有絕緣隔熱功能,因為依蕾特多數商品都必須在低溫保存。

 

VI system

Based on the strategy work, we created a the new visual identity guidelines for Elate, so that the internal marketing team and other collaborators could deliver an overall consistent look for the brand. 

視覺規範

根據既定品牌策略,我們為依蕾特創造全新品牌視覺規範,如此一來它的國際行銷團隊與合作對象就有所依循,可在國際市場創造一致的品牌形象。

 


Conclusion

Elate founder remarked we brought many new languages and concepts to Elate, and the marketing team also told us of the impact we had helped them to better understand the role of branding. We are happy to see since then Elate has moved from one king product brand into a more diversified one, with more delicious treats, and a thriving dessert cafe that is also on the brandlineup. 

結語

依蕾特創辦人特別稱許好點子將許多新語彙和新概念帶入品牌。行銷團隊也告訴我們,好點子確實幫助他們更理解品牌行銷的意義與步驟。我們很高興看見依蕾特成功由單一明星品牌轉變為多元產品品牌,同時拓展出點心咖啡館等全新事業面向。