Work/DUFFLET
Storytelling doesn’t get any sweeter than this. Toronto’s, if not Canada’s, most cherished cake and pastry brand begins with budding entrepreneur, Dufflet Rosenberg blowing out birthday candles. The magical ritual culminates with sharing birthday cake, singularly shaping the Dufflet brand.
Fast forward a decade or so and Dufflet is supplier to Toronto’s trendiest, boutique café culture scene. As the company focused on supplying insatiable demand the Dufflet brand had organically rooted. But with rapid growth, and ambitious product expansion and distribution plans (sites set on U.S. channels) it was time to devise brand strategy and systems to support and fuel next pioneering steps.
Working in tandem with Toronto’s leading-edge, Bruce Mau design studio, we devised a fresh brand strategy, personality and own-brand portfolio creating a seamless system of assets validated by an articulate tone of voice and powerful storytelling. The result - a delectable assembly of colors, core wordmark and logos, patterns and packaging, with the flexibility to extend to retail environment and café contexts.
As long time brand stewards for Dufflet, we created several new retail program identities and product lines always leveraging notion of scratch-made decadence and delight, underscoring clean ingredient flahspoints early on. Throughout the journey, Toronto's Queen of Cake has grabbed the attention of the New York Times, Bon Appetit magazine, among many others.
Brand & business strategy
Product concept development
Creative brand development
Creative content development
Packaging design & development
Photography & illustration development
a delectable brand identity system
The new brand strategy includes an ownable system of assets, articulated tone of voice and powerful storytelling. The unexpected assemblage of colors, wordmark and logos, patterns and packaging, seamlessly extends to retail merchandising and environment.
_spreading the sweet story for another 40 years!
'Dufflet Small Indulgences', the specialty retail confection line we helped conceive and shape, from product concept development to packaging, attracted influential editors including from The New York Times, Bon Appetit, among others `
