The requirement was to create a brand that could compete in two different business environments, on one side the niche of sugarless or healthy sweets, and on the other side the wider market of pastry shops. The general pastry shop market is an important part of the business strategy, so it has to play a big part of our brand strategy.

The main customer base is build by people that have a special care for their body shape, health and fitness, also including people that are on a diet, diabetic, with sugar intake restrictions or simply focused on a healthier diet.

Building a brand in a new market area, with no proven working concept, that is bringing a new product type in a food conservative society was the big challenge.

For the naming we got back to the basics of what sweets and desserts represent for consumers and how they make them feel. We narrowed it down to one main idea: sweets are all about satisfaction and happiness, so we named it Sweetisfaction!

As we are the first pastry of it’s kind in town, this is both a challenge and an opportunity, we decided to build the brand into an information beacon and give it an authority allure. A pastry shop should be fun and playful, their products are colourful and very appetising, so we used a lot of colour in their visual identity as well. We discovered that the main target audience overlaps the fashion audience, so we brought the brand closer to a fashionable item. The communication and visual direction are created around this strategic insight, so they can provide a faster product adoption.