Product brand development
for confectioners
Challenge
To develop a brand of professional goods for confectioners in the North Caucasus:

1. Market research
2. Brand strategy
3. Positioning
4. Matrix of values
5. Naming
6. Logo and visual style
7. Communication strategy
Market research
We carried out research and find out that confectionery supplies are gradually moving from the niche of hobby goods to the category of professional equipment. Over the last year and a half, the statistics of the search query "products for confectioners" has increased by twice.
SUCH INTEREST IS ASSOCIATED WITH SEVERAL PARAMETERS. HE#NBSP;IS EXPLAINED BY THE DEMAND FOR#NBSP;PASTRY PRODUCTS THEMSELVES. At the same time, the Russian market puts confectioners in  dependence on  production suppliers: a large selection of the assortment and the short time for the sale of ingredients is not allow to build large - scale logistics, so the owners of the bakers and the cafe is looking for reliable partners in OWN OR NEAREST REGION.
Hobbyists are increasingly turning their hobby into a small business. This is especially evident in the example of small towns, where there are no large retail chains, and demand for consumption of confectionery products is as big as in the whole Russia.
The growing interest in specialized products is also associated with consumer skepticism. Faced with a large choice, the buyer seeks to purchase the highest quality thing. Products for amateurs are perceived as less reliable, so the marker of the quality of the product becomes its belonging to a professional environment.
Against the backdrop of increasing demand, the confectionery market is segmented into two large parts:

  1. Companies that just sell goods.
  2. Brands that accompany the goods with additional values and form a professional community around them.
At the same time, branding in many ways remains nominal: it is expressed both in the stereotyping of names, and in the nature of communication, which is built solely around emotions. However, audience requests show that the market needs a brand not only about pleasure and taste, but   and about a new level of professional competencies.
Solution
We have determined who the new brand will work with:

  • companies that produce confectionery;
  • private entrepreneurs;
  • amateurs who are learning a new hobby.
Each consumer group has its own goals and channels of interaction with the brand, therefore, on different platforms, the company will present itself from different sides, but the semantic core should remain unchanged — in the foreground, reliability and understanding of professional tasks, and emotionality and aesthetics will become additional values.
Positioning

WE INSPIRE FOR RESULT

We put forward two brand positioning hypotheses:
"Together" - a concept that reflects professional needs. The new brand is an example to follow and a mentor who is ready to help with both advice and deed.

Key idea: Help confectioners become more successful. Educate, share resources for professional growth.
"Inspire to  result" - this concept satisfies an emotional request and shows that with brand products you can enjoy what you love, knowing that you have a reliable friend.

Key idea: Support amateur confectioners and  inspire them to develop their hobby.
Naming
BONJUAN
Most of the  competitors in used  words from the Russian language as the basis of their names, which are directly related to  confectionery art: "chocolate", "baker", "cake", "taste". To stand out, we set a condition: the brand name should have a neutral European sound and reflect a light mood.
Bonjuan has a strong emotional connotation. This neologism is formed from several derivatives:

  1. Bonbon - in translated from French candy, lollipop.
  2. Don Giovanni is a lover-hero, one of the   "eternal images", a reference to which provides the brand with associations with "flirt", "chivalry" and "temptation", but does not allow vulgarity in interpretations of these concepts.

Brand-line categories
Professional confectionery ingredients and tools for confectioners

Brand line adaptation for packaging
For sweet masterpieces
"In contrast with the emotional name, we created an unambiguous and understandable brand line, which was adapted into a more playful and attractive form for printing on product packaging»
— Egor Smirnov | Philologist
TAGLINE
Pastry master
Bonjuan helps its clients reach the  new level of excellence. The word "Mastery" emphasizes that company's company has professional competencies in the first place, however, in the context of the Russian language, it has deep semantics. For example, this word is widely used in art: in  theatrical or art studios, the "master"  is a mentor who conveys his perception of the world to the student.
Logo
It was important for us to convey in sign the mood of the holiday and combine airiness with skill
The logo is made in  style lettering. We designed a typeface that shows the brand's connection with handmade and author's personality. It was important for us to convey  the mood of the holiday in the  sign and to combine airiness with skill, while maintaining the restraint inherent in professionals. We achieved this by due to a combination of contrasting font elements: the upper borders of the letters are chopped and straight, sans-serif and decorations, while then while the lower elements are rounded and  ; appetizing. In part, the strokes of the letters  in their form resemble stylized drops of honey or glaze, but do not attract too much attention to themselves and do not rush into the eyes.
The color pink interacts with the audience at the level of receptors and reflects the brightness of the taste of confectionery. In the brand concept, this color becomes a metaphor for the hedonism that the culinary industry is associated with.

Communication strategy
Bonjuan communicates with audience in her language, simply and openly. We choose the tone of communication, which is similar to a conversation between two old friends. At the same time, it was important not to forget about professionalism: a brand is an improved, more experienced version of the consumer. He shares his experience, never refuses advice and rejoices in your successes.
The logic of communication is built around three main values: professionalism, self-realization and inspiration.
  • Professionalism is reflected in the information content of messages. The brand shares knowledge about the art of confectionery with the audience, tells how to turn your hobby into a business and forms a professional community around itself, of which every client can become a part.
  • Self-realization is expressed in the message message: it is an encouragement for the result and the awakening of interest in activities.
  • The visual component of communication inspires aesthetic taste. Here we show both finished confectionery products and the process of their creation, we demonstrate that not everything always turns out perfectly and you don't have to be afraid to get your hands (or cutlery) dirty if you want to get a delicious result. The inspiration is also the availability of content and different levels of difficulty: Bonjuan shows that everyone is able to create miracles, regardless of the level of training.
The main brand communication channels are the website and social networks, the main one being Instagram. The site aims to introduce the range to the potential buyer, while social networks promote the brand's values: it is through them that Bonjuan shares its experience and forms a professional community around itself.
Registration
On August 10, 2020, Rospatent issued a certificate of registration of the Bonjuan trademark.

Project team:
Timur Karimov, Natalie Cristea, Philip Olennikov, Egor Smirnov, Alexander Glazov, Alexei Ignatiev