Born in 1997, Château Gâteaux has become synonymous with gourmet-style, quality cakes, pastries and desserts. In 2018, Trace Brand Building was commissioned to conduct a brand audit and recommend a refined brand positioning and new CI.
What we did
Strategy & Positioning
Brand Identity
Website Design & Development
Social Media & OOH
Photography
Campaigns
Packaging
Credits
Tracey Felicidade Jones
Jennifer Girdwood
Veronica Botes
Leoni Joubert
Ndivhuwo Mamukhwana
Diana Lister
Background
Born in 1997, Château Gâteaux has become synonymous with gourmet-style, quality cakes, pastries and desserts. In 2018, Trace Brand Building was commissioned to conduct a brand audit and recommend a refined brand positioning and new CI.
Initially approached as a consultant firm, the whole account was eventually awarded to us due to our disruptive approache and consistent ability to deliver on challenging briefs and timelines.
Project Goals
We were asked to look at the brand with fresh eyes and to make recommendations to enhance the overall value proposition and positioning. The main goal was to generate increased sales, brand awareness and become a sought-after brand to stock in retail.
Solution
We conducted an extensive audit of
over nine stores nationally. We conducted in-depth workshops with several key stakeholder groups to arrive at insights and opportunities to build the brand.
We developed a brand strategy to demonstrate the opportunity to evolve the brand to a more modern, accessible offering, supported by a new CI, logo
and communication style.
New Logo
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Client Comment
“Working with the Trace Brand Building team has been absolutely amazing, their work ethic and creative delivery has taken our brand to the next level. With Tracey at the helm, leading her wonderful team of hardworking ladies; they manage to churn out insane amounts of high quality work EVERY TIME!
They challenge us and help us push the envelope, while still keeping us on brand and helping us strategically navigate the next steps. And no matter how much we stress them out, they still show up with smiles on their faces ready to tackle the next issue.
It truly has been an amazing experience working with and getting to know this group of people #DreamTeam”