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.
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.
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.
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 ».
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.
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.
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.
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.