Yamanote, a Japanese-French-Emirati bakery concept had been operating in Dubai, with low brand recognition. The problem was obvious: faint brand identity, inconsistent applications, unclear positioning and marketing edge. Having seen the potential of the brand and its amazing offering, we knew we had to put all of our expertise into play to rebuild it on a strong basis, going as far as supporting them hands-on in all their marketing activities.
We began by thoroughly analyzing the brand’s presence in the market, identifying its competitors and target audience. We then audited its visual identity and all its branding elements – from interior design, product display, menu, photography, uniforms and packaging to its digital presence, website and social media. The insights generated were our springboard for revamping all the brand’s touch points. We challenged ourselves to help Yamanote reduce its production cost by coming up with an innovative packaging. We also revamped the brand’s social media presence and its tone of voice, helping them draft a full marketing calendar that promoted their full product line and appealed to the target customers.
Layers of delicious success! The brand received the “Best Visual Identity Gold Award” at the Transform Mena Awards 2016. Beyond this great creative recognition, the client saved 20% on production costs thanks to the new packaging direction we envisaged.
The extensive research and well-crafted strategy made our brand appropriately appetizing, refined to project an international and “franchisable” image.