L.E. Cafe Confectionery & Pastry Rebranding
The objective of the assignment is to pick a brand with a strong local cultural identity. The brand positioning will be defined, and an expansion plan will be proposed to advocate the local lifestyle while facing a global audience. My teammates and I have chosen to conduct an online questionnaire and to use secondary data to gather our findings and insights.
Taking into consideration the list of products offered, its and the values the brand believes in, L.E. Cafe Confectionery & Pastry was selected. Their products are well known and of prestige to its direct community, but it remains fairly small and unknown across the country. In this rebranding, we explored more on the brand identity and proposed expansion plans for the possible economic upturn.
Service
Rebranding, Identity, Packaging and Website
Year
2020
history and background
Operated by the Wee family for 60 over years, LE Cafe Confectionery & Pastry had been at Middle Road since its establishment in 1949. Originally a zi char (home-cooked style dishes) shop, they started adding cakes and pastries to the menu in the 60s.
In 1975, they shifted their focus onto baked goods, converting the shop into a coffee house. As the second generation of family members took over in the 90s, the premises were converted into a takeaway style shop. 5
Their pool of customers grew over the years, and in 2009, two new branches were opened. In 2018, they left their first home at 264 Middle Road and relocated to Mackenzie Road.
Till date, LE Cafe is still operated by the Wee family. The third-generation owner, Mei Ling, insists that all their products remain handmade despite the expansion. She also feels that the wide range of products their bakery offers sets them apart from the others.
logo ideation
Baking Kit
Chinese Calendar
website
