JOY THROUGH CAKE
Konditor and Cook had been going for over 20 years; its German owner was a passionate konditor (confectioner). Over time and with success, more branches appeared and the range widened, with savouries sold alongside its famed celebration cakes. Loyal customers loved the amazing cakes above all, so a decision to re-focus and rebrand was taken. The name lost ‘and Cook’, the shelves lost the savouries and the business set about becoming London’s pre-eminent celebration cake people.
Working with Brand Experience consultant Ralph Ardill, Absolute helped Konditor refresh every aspect of the brand. Famed for their indulgent, bespoke, beautiful-looking cakes, the core message ‘spreading joy through cake’ was embedded throughout, including website and packaging. This theme was delivered in physical form via the interiors of a new St Paul’s store, as well as virtually across all communication media.
The new brand is equally popular with staff, loyal, long-term fans and new customers. While Absolute continue to offer support on larger projects, we also delivered detailed guidelines [a ‘brand recipe book’] to help Konditor’s in-house team ensure consistency across all print and digital communications. After this year’s rebrand, the new St Paul’s store’s popularity has exceeded all forecasts, meaning refurbishment of Konditor’s existing shops is now a priority.