Client:
The JellyHearts
Industry:
Food & Beverage
Services:
Strategy
Brand Architectur Voice & Tone, Brand Naming, Brand Audit, Brand Strategy
Design
Brand Identity
Identity System
Art Direction
Digital Marketing
Marketing
Partners’ Collaboration
Sprinkling a touch of magic in your days.
With sweet, humble beginnings in the kitchen of a dessert enthusiast who loves to see the happy faces of family and friends when they enjoy her treats, The JellyHearts is now an iconic jelly cheesecake bakery chain in Singapore bringing joy across the island. As they continue to develop delightful recipes, they want to embark on a rebranding journey to not just update their brand with a dazzling new look, but to encourage people to be curious and seek wonder in their everyday lives.
Purpose:
Making life sweeter
for everyone.
As it is with brands that have been around for a long time and beloved for generations, the challenge is retaining the audience that has supported them all these years while trying to connect with new demographics, namely the young Millennial and Gen Z crowd. From the logo and colours to the environmental design for all their shops, we had to ensure that people will still recognise The JellyHearts despite the transformation they will undergo.
We did a deep dive to uncover the DNA of the brand, the magical ingredient that has drawn customers from all over Singapore since the opening of their flagship store in Pasir Ris. It is not just the deliciousness of the cakes – it is the sheer delight and inspiration people experience when they treat themselves to something special.
As you can imagine, coming up with TJH’s new visual identity was incredibly fun. For their motif designs, which you can find on their website and packaging, we chose the beloved children’s fairytale Alice in Wonderland, which explores themes of adventure, discovery, curiousity and growing up. There are numerous versions and adaptations of this fairytale, but they all appeal to audiences with its spectacular visuals and whimsical storytelling.
As a brand that creates artistic desserts the likes of which Singapore has never seen and that champions living for the moment, The JellyHearts is drawn to this tale for its originality and playfulness. Like this story has done for generations, TJH wishes to inspire people to seek experiences out of the ordinary in acts as simple as treating oneself to a lovely piece of cake. Every individual has the power to seize the day and celebrate moment with some extra pizzazz.
As the Cheshire Cat puts it: "Imagination is the only weapon in the war against reality".
