Sucre de Nada is a family-run and operated patisserie based in Jeddah, KSA. The concept was created by Nada, a mother and baker who creates her desserts and cakes with care and fresh ingredients. Nada is known to be a trendsetter in introducing new classic desserts to the market, and her pastry shop has acquired quite a good reputation in Jeddah. With new, up-and-coming dessert parlors opening every now and then in KSA, Sucre de Nada had to re-anchor its leadership positioning in the F&B industry. The team approached us to rebrand the store in Jeddah and expand to Riyadh.

We started out the discovery phase with a brand audit, consisting of a scan of the brand’s digital presence, social listening to analyze prevalent sentiments, and insight gathering from regular customers and mystery shoppers. We also conducted a trend and case study analysis to harness trends and showcase lessons learned.

After the brand audit was completed, we discovered that the main obstacle Sucre de Nada was facing was a lack of storytelling. The brand had a heartfelt story that would definitely engage customers, but it wasn’t portraying that story in any tangible way. Our team worked on a methodology that consisted of unveiling and retelling the story of Sucre de Nada both in visual and written language. The strategy included defining the brand’s voice and image, enhancing brand tangibility (offerings, communication, behavior), and uplifting the brand’s image and physical space.

For the visual branding, we decided to move forward with a retro provincial direction that preserves the legacy of Sucre de Nada without compromising on modernity. We focused on refining and re-illustrating the original Sucre de Nada logo, thus giving it a conservative uplift. The shapes became more studied, the colors brighter, the strokes refined, and we added details like the letter S at the top of the vitrine instead of the whole brand name. For the color palette, together with the client, we chose pastel colors that echoed the visual identity. We also branded the packaging and the greeting cards with the same illustrations of the cake and flower motifs.