Strategy Branding Business Dev.
CREATING A PREMIUM BRAND THROUGH
STRATEGIC-THINKING AND DESIGN
2018
S J Campos, Brazil
Petit Flor - Biscoitos Finos
– Co-founder | Creative Director
The challenge
In 2017, I was offered the opportunity to take over a hand-made biscuit business. The business was successful, it has been around for over 60 years, but the market was over-saturated and it needed a refresh.
It was clear to me that with innovation, a strong brand, and quality products, I could reinvent the business and enable further growth. After some research and analysis, I found that there was an urge for customization. The petit fours (the biscuits) were usually bought as a high-value gift and people wanted to be able to choose their favorite flavors. For that, packaging was key.
I went on to develop a new business model for the company, which would fulfill the consumer needs we identified, and have products that were carefully designed. Moreover, I created a whole new range of branding and marketing assets, as well as a savvy social media strategy for the brand. I was also responsible for selecting the right partnerships and sales channels to drive business growth.
Petit Flor is one of my proudest enterprises, and on our last month of operations, we were selling over 120kg/month, which is a huge amount considering the niche and premium nature of the business as well as the delicate and crafty design of the products.
Deliverables
• Market macro-analysis
• Business strategy
• Business model innovation
• Branding
• Visual identity
• Stationery
• Packaging
• Uniform
• Menu & Sales kit
• Sales & customer relationship
• Marketing strategy
• New Product Development
• Partnership development
• Social media strategy
• Content creation
• Photography
• Point of sale assets
• Workshops
Original branding
New Identity
Menu – Sweet and Savory flavours
Social Media
Offline promotion
Packaging
Petit do Bem – Petit Flor's CSR event
On the Brazilian children’s day, Petit Flor organized an event at
a rural primary school in Sao Jose dos Campos. The school is fully managed by volunteers and nuns, and maintained by donations.
5% of October's revenue was dedicated to supply ingredients and provide a one-day educative workshop with the children. They’ve made their own biscuits and learned about the baking process.
