Rebrand: Beryl's chocolate

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Brief
This project is to REBRAND a local company’s Corporate Identity with originality in idea/ story. Students are required to maintain the company’s name.

Description
The brand we do is “Beryl’s”. We research and analyse the brand, strengthen the weaknesses of the brand and produce a set of corporate identity devices.

Brand Brief

BERYL’s chocolate was established in 1995 with the mission to produce premium quality chocolate and fine confectionery delicacies. Beryl’s projects an image of high quality fine premium chocolate at affordable price. Quality, innovation and good services are Beryl’s priorities and commitments to consumers. Each of the products is produced with stringent quality controls to ensure that the products are of high quality and meet customers’ expectation.

Philosophy & Visions

Visions
Our vision for the future is to become a leading international chocolatier that emphasises on excellence and perfection by creating the finest and the most indulgent chocolates with our spirit of innovation.

Philosophy

We are passionate about the art of chocolate-making and we are continuously striving to create perfect premium chocolates that will put a smile on our customers’ face. We will continue to use nothing but the finest quality ingredients and implement strict operational procedures to ensure that the chocolates produced are perfect.

Targeting

Beryl’s uses concentrated targeting strategy as they target who are interested in chocolate but also prefer cheap.

Tagline

Heaven In Your Mouth with Beryl’s Fine Chocolate.
The premium way to enjoy chocolate.

List of competitors

Kit Kat

Founder: Nestlé
Origin: 1935, United Kingdom
Business/product: Chocolate
Country: Worldwide

Breyers

Founder: Mars, Incorporated
Origin:1930, United Kingdom
Business/product: Chocolate bar
Country: Worldwide

SWOT Analysis

Strength

•Good quality products •Easy to find
•Development unique chocolate
•Certified Halal
•Acceptable price

Weakness
•Not enough social media to advertise
•The price is cheap (maybe not)

Opportunities
•Change the package according to the festival
•The development of tourism

Threats
•Highly competitive industry
•Consumer health awareness

Strength

S1. The sale price of chocolate is between RM25 and RM50, which is a very acceptable price. S2. Development of unique chocolate combinations. Many of these use local and regional ingredients including durians, mangoes and even chilies to create chocolate blends like no other.

Weakness

W1. Social media campaigns are not enough, so Beryl’s can upload ads to YouTube.
W2. The price is cheap, Cheap prices make buyers feel untrustworthy. (maybe not)

Opportunities

O1. Beryl’s chocolate is one of the most popular souvenirs for Muslim visitors to Malaysia.
O2. Canister pack to special design festive pack with attractive appeal that capture the heart of chocolate lovers.

Threats

T1. There are many competitors. Example: Kit Kat, Breyers,
T2. Consumer health awareness, chocolate candy consumption has dropped sharply, the cocoa market demand gradually weakened.

Old logo

New logo

CMYK

C:35 M:100 Y:75 K:35

RGB

R:123 G:21 B:46

Logo Rationale
We change the feeling for this logo to more on premium and classic. We maintain the colour of logo it is because this colour already fix in image of consumer. The line art cocoa bean is because this brand is very quality and premium.To ensure of the logo in printed media and display on screen, the minimum size requirement is based on the width of the logo. Print minimum size is 1cm.