Adelicá - Confeitaria Artesanal e Afetiva

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Adelicá - Confeitaria artesanal e afetiva

Brand Strategy, Naming and Visual Identity

The cake at the center of the table is always the attraction of any event.

And when, besides being beautiful, the cake is delicious, everyone asks: "where’s the cake from"?

In this project, we will talk about Clara. In 2014, she began her story as a pastry chef in Salvador, Bahia - Brazil, after making a cake for a friend, starting her business as Dona Maria Confeiteira, conquering new customers, and establishing herself in the market.

In 2021, Clara realized the name Dona Maria Confeiteira was relatively common and incapable of being trademarked, and it didn’t translate the brand's attributes, values, or personality.

Clara then decided to change her company's name and visual identity.

We conducted the company's SWOT analysis - its strengths, weaknesses, opportunities, and threats. We also analyzed her target audience's profile and the competitive scenario. Finally, with an eye on the future, we researched trends in the market, in addition to developing her persona.

Through meetings and dynamics using the tools B.akka, Vallo, I'mmo, and Ecco, from The Ugly Lab (Brazil), we got to know more deeply about the business details and identify its archetypes, attributes, values, and the brand’s voice.

Problem framing: "How can we create a nominative solution that adequately conveys the attributes of quality, professionalism, and elegance of the company that seeks to produce enchantment and a unique experience for its customers?"

With the guidelines of having a simple, short, and pleasant-sounding name, easy to be spoken and written, without any negative association in Brazil or abroad, and able to be trademarked, Dona Maria Confeiteira is now Adelicá.

Adelicá plays with the words “delight,” “delicate,” and the stress on the last syllable, as in many words in the French language.

Cakes and pastries provoke our senses - the smell, the sight, the taste, and even the product’s texture. In the same way, colors evoke sensations, and we want to bring them to the touch points of the new brand.

According to Eva Heller, author of the book Psychology of Colors, the colors yellow, red, and green form the “happiness chord” - yellow representing wealth, red (softened as pink) expressing love, and green representing health. As a bonus, the chosen colors convey the sensations we were looking for.

Yellow: joy, delight, and optimism; Rose: sweetness, tenderness, charm, kindness; Green: safety, reliability, and prosperity.

Just as recipes use the best ingredients for a spectacular final result, we've mixed two typographic families with sinuous lines and generous curves, where we've added some finishing touches for more personality.

The result is an elegant, modern, clean, and, dare we say, "delicious" typography. The use of lowercase letters reinforces the brand's proximity to its audience.

The patterns are inspired by “terrazzo" - a composite material of marble chips set into cement that originated in 16th-century Italy, common in kitchen countertops and floors - bringing sensations of coziness and modernity.

They incorporate deconstructed elements, organic and rounded shapes linked to the confectionery universe - the sprinkles, the pieces created with the pastry nozzle, and the whipped cream peaks - the latter, extracted from the “eyes” of the letters “a” and “e”.