R ese a rch Sec tion
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1.1 R e s e a r c h P a p e r with all natural ingredients including
further improve their market position
and cupcakes sound like a deliciously
unbleached flour, organic cane sugar
and allow the cake studio to capitalize
bad idea. Some consumers instantly
and real vanilla. Sublime Bakery also
on the current market trend for healthy
imagine doing double time on the
has a vegan, diabetic and gluten-
baked goods. This undertaking is
treadmill after the last bite or the gap
free menu available, one of few
designed to first, navigate, reassure
between the button and buttonhole of
North Texas bakeries to do so. Their
and engage consumers, second,
their skinny jeans growing further and
dedication to use the best of natural
introduce on-the-shelf products for
further apart.
ingredients in a diverse and robust
resale and third, the introduction of a
deserts and providing healthy menu
community centric, non-profit effort
At 5512 Bellaire Drive in Fort Worth,
options is the strong suit for Sublime.
(Wheeler, 2009). Production of an on-
Texas the work of one draws the
Not only, are healthy baked goods
the-shelf item can begin modestly and
eye of thousands nation wide. Why?
an industry trend, but healthy baked
expand with proof of performance
Because this cake studio gives dessert
goods that are tastefully made and
and strategic planning. Packaging for
enthusiasts the green light to enjoy
affordable are what food connoisseurs
the branded line of organic products,
that strawberry cupcake with the
are after.
point of sale, web presence, and social
cream cheese frosting. Chef and
1 . 1
Th Icin o th ca k
To most, tartlets, buttercream shots
media initiative will work cohesively to
owner Catherine Ruehle specializes in
This paper discusses the rebranding
creating high-end cakes and desserts
of Sublime Bakery and how they can
R ese arch
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A b st r act
further brand awareness and value.
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he g on he ke u bb ll ii m m ee C a kk ee SSt o PP rr o o cceess s s nnoott ee bb ooook k SS u Ca tu ud d ii o
12
There are tremendous opportunities
need to be established in the process.
Upon evaluating the company’s
for the Sublime Bakery beginning
Landa (2006) defines consonance as
brand, it was determined that there
with re-branding. A focused and
consistency across brand applications
is room for further development.
refined brand identity, in-store point of
and in order to achieve consonance,
Preliminary research revealed Sublime
purchase, website and packaging will
one must reflect on the following:
Bakery employs the purest ingredients
Sublime ingred i e n ts 1 . 1
go far in improving the cake studio’s
a. Unity of visual elements
of the best quality and strives to fashion
brand coherence and recognition.
b. Coherent color palette
their hand-made sweets with everyone
To date, Sublime Bakery is lacking a
c. Repetition of visual elements
in mind via imagination, superiority,
cohesive look and feel. Robin Landa
with enough variation to maintain
passion and integrity. Sublime is
(2006) explains that the look and
interest
renowned for superior, handmade
feel is the product of consistency in
d. Consistent visual look and feel
designs, natural ingredients and
design and it’s preservation when
e. Unified brand voice (the
health friendly deserts and cake studio
applied in all contexts. Color palette,
writing and tone of verbal
experience. The finished products
logo, typography, tagline and
communication)
serve as a token of craftsmanship,
overall image all require attention
f. Unified general brand or group
trust and creativity. Customers claim
for a successful rebranding effort.
strategy across applications
their encounter has brought them a
Because brand recognition is a critical
g. Utilization of brand identity
most pleasant encounter, which they
component, consonance will also
standards manual or guidelines
are anxious to experience again. By
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breaking down the brand architecture and exploring its
to a broader audience and lastly convey a sense
supporting elements – key messages, position, promise and
of values, aspirations and promises projected to the
the unmet need, it was determined that the logo design
audience (Healey, 2010). According to Design Matters:
should reflect the business’s ability to fulfill unmet need for
Logos, taglines should not be locked in together as they
healthy baked desserts (Capsule, 2007).
change more than logos (Capsule, 2007). Wheeler also states, “Taglines have a shorter life span than logos.
The logo is the first element of the brand identity to be
Like advertising campaigns, they are susceptible to
addressed. Initially, the logo design was composed of three
marketplace and lifestyle changes,” thus, all the more
rings, one solid, one dotted and the last made of diamond
reason to break away from Sublime’s current logo
shapes in brown, hot pink and chocolate brown. Another
solution.
ring surrounds the three circles made of hot pink and tan flourishes and at the center reads the company name
In developing the cake studio’s new logo, much
and tagline. Though the logo sounds simple enough, it’s
thought was given to its form, color palette and
considerably complex in design. Mathew Healy argues
typography selection, as it would determine the look
that a “logo aims to capture a brand with a clear and
and feel of the company’s new brand identity. While
simple visual mark,” (Healey, 2010). He goes on to explain
examining existing brand identities in the baking
that a logo may impart the product or service, should
industry, the color palettes all tend to share similar
advance the broader strategic goals of the organization
palettes of neutral tones and the occasional shades of
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1 . 1
pink. Sublime Bakery is the guilty owner of this exact
brain (Healey, 2010). Healey (2010) also discusses
color palette. As a conduit for recall, storytelling and
the impression of both brown and purple, brown
consumer impressions it is important to choose colors
warm, earthy and conveys visceral authenticity,
carefully (Healey, 2010). Initially, an amended palette
whereas purple is all about power, sensuality and
to what the bakery initially adopted was considered. A
high emotion. An alternative would take the palette
rich, dark brown with a hint of purple would anchor the
in the opposite direction. A cool, analogous blend
palette and accompanied by a salmon pink, creamy
of teal to exude trustworthiness and reliability, aqua
off white, and crimson. This combination would support
for a light-hearted and uplifting feel, olive green to
the brand’s passionate and luxurious archetype.
anchor the palette and signify the natural elements
Aside from caution and urgency, red evokes the
of Sublime ingredients, lime for youth and playfulness
feeling of love, passion and is exciting to the human
and cream (Stone, 2006). Just because their treats
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are made with all natural ingredients, does not mean the color story should be bland, like blank walls in a studio apartment. Ultimately, the cool palette gives way to a color story that best represents the Sublime brand. The appropriate values are embodied and the color combination is uncommon among competitors. Dotsie and Interstate are the fonts carried throughout the campaign components. Dotsie is a lively and fun element to the brand while Interstate serves as the balance between the two.
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Li c k in’ the b ow l
In today’s extraordinarily competitive market place,
everything is branded (Hembree, 2006). Even people are brands. Hembree’s logic is simple. Branding sells. It creates a distinct image of a product or individual
in the mind of consumers (Hembree, 2006). Ultimately, the perception of that brand is determined by the
gut feeling of its consumers. By effectively employing rational design strategy, Sublime Bakery now has
the brand identity that corresponds with their brand
archetype, values and mission. Upon the initial audit
of the bakery’s brand, it was quickly determined that there was indeed opportunity for expansion and
refinement. The cake studio’s logo, color palette
and typography selection set the tone for the entire
campaign. Through a thorough color analysis, a new
palette was adopted to project reliability, light-hearted signify the natural origins of Sublime ingredients and youth. To carry these characteristics through the
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Conclu sion
17
campaign, they accompany bold
determined. Dense copy, mediocre
or follower exists. Engaging the target
black and white photography grace
photography and lack of functionality
audience in dialogue and possessing
the identity system and packaging to
made the former site unappealing to
the wherewithal to listen to them will
capitalize on the studio’s commitment
prospective customers. In a complete
deliver prospective marketing and
to using organic ingredients. New
redesign, a pragmatic site with
expansion opportunities that would
to the bakery’s line up, off the shelf
improved functionality was designed
otherwise have been missed. In the
baking products. A modest and
and developed. In an extension of
wake of the research, design and
humble beginning of cake/cupcake
functionality, the site redesign included
implementation, only time will tell
mixes developed to inspire consumers
social media strategy. A Twitter feed
what direction the brand will take in
to bake healthful desserts and all the
on the home page and sharing
the next five to ten years. With careful
while still enjoy the great taste only
capabilities purposefully positioned
observation of website traffic, social
Sublime can deliver. Simple packaging
through out the site integrate the
media activity, sales online and in-
and witty print and online advertising
social media strategy element of the
store, Sublime will have the capacity to
are developed to drive traffic to the
rebranding initiative. Through key
measure their successes, opportunities
new website and online store. In the
words and tactical and more frequent
and plan for delicious future in the
preliminary review of the website, the
use of both Twitter and Facebook,
baked goods market.
need for restructuring was quickly
the opportunity to engage each fan
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1 . 2 C l i e n t Bri e f Client
Brand Mission
Sublime Cake Studio is an award-winning bakery
Deliver a distinctive product every time through the: 1.
providing a unique selection of made to order cakes
Achieve distinction within the baking industry through
and sweets of the purest natural ingredients. With
unique artistic flair 2. Committment to all natural
consideration of expansion, Sublime is exploring the
ingredients 3. Creating every cake, tier and treat with
introduction of off-the-shelf natural, handmade baked
passion.
goods and community health awareness. Custom wedding and bakery cakes, vegan and gluten-
Brand Vision
free alternatives and a one-of-a-kind selection of
To continue pushing boundaries in innovative cake
sweets including cheesecake squares, tartlettes and
designs and products offered; to become the leader
buttercream shots to name a few.
in specialty gluten-free, vegan and diabetic deserts in the DFW market; expand the bakery’s reach beyond their local realm, making Sublime products available for purchase online.
1 . 2
Cl ie n t
Br i e f
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Brand Positioning
Unique Selling Point
In light of increasing market for healthy, functional,
•
premium and convenient products, Sublime gluten-free,
Owned and operated by celebrity chef Catherine Ruehle
diabetic and vegan options position the cake studio
•
Vegan, diabetic and gluten-free deserts available
products ahead in the market industry.
•
Use of unbleached flower, organic cane sugar and real vanilla products, etc., a current
Sublime is also one of few vegan, diabetic and gluten-
industry trend
free bakeries in the North Texas area. Coupled with select ingredients and Pastry Chef Catherine Ruehle’s local, regional and national accolades in the industry, it’s likely that customers consider Sublime to be one of the most high-end cake studios of it’s kind.
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1. 3 S . w . o . t . A n a l y s i s Str e n g t h s The strengths largely point to Catherine Ruehle’s culinary background and solid reputation in the regional and national market. Her dedication to use all natural ingredients in diverse and robust deserts and providing healthy, tastful and affordable menu options is the cake studio’s strong suit.
Opp o rt u n iti e s A focused and refined brand identity, in-store point of purchase, website and packaging will be a major improvement. Developing a branded shopping experience for each customer is paramount. To support the newly developed site, engaging fans and followers on popular social media platforms will advance brand awareness.
1 . 3
S.W.o.t .
a n a ly s i s
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Weaknesses One’s first impression of the Sublime Cake Studio may be skewed once they see the ill-conceived logo or visit the poorly constructed and designed website. There is also a lack of advertising on wedding and related blogs and social media activity. Expansion could make clear the inability to support and sustain a new off-the-shelf product financially and in labor.
T h r e at s
Endless poss ibilities S . w. o . t. A c ti o n p l a n
After reviewing the SWOT analysis, capitalizing on the current industry trend of healthy baked goods, employing Ruehle’s
acclaimed stature and showcasing the bakery’s healthy desert
In launching the healthy off-the-shelf items, rising costs of supplies and operations may not yield a decent profit margin. On the other hand, if the offthe-shelf products are a major success, can Sublime support the demand? Day-to-day operations could suffer if staffing, space &capacity are insufficient.
menu by way of an effective brand identity and architecture
and with a refined multi-media marketing approach. Creating focus on unique selling points is the primary will not only
promote the company values and navigate an effective
brand strategy thus creating another revenue source and foundation for expansion.
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