Cedele
Brand Identity, Packaging
2024
Honestly Sourced, Mindfully Made
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers. We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Design: Felicia Jong
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Interior Design: LAANK
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers. We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Design: Felicia Jong
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Interior Design: LAANK
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else