NEW BAKERY CHAIN TO ATTRACT MIDDLE-CLASS CUSTOMERS LOOKING FOR NEW GOURMET EXPERIENCE.
Client ChipMong Group
Company/Agency: Melon Rouge Agency\
Team: Kesey, Céline Le Grand, Juanita Delvasto
My role: Creative Du
Expertises:
NAMING & BRANDING
RETAIL EXPERIENCE
SPACE DESIGN
Context
Creation of a complete customer brand experience by considering every touchpoint: visual identity, store design, packaging, staff uniform...
A store experience and brand identity rooted primarily in the Cambodian character while attracting younger middle-class consumers who want to enjoy gourmet products such as pastries and more. These customers want to broaden their taste palette and the brand accompanies them in the discovery of new gourmet experiences. The chain plays the proximity card to become naturally the "bakery next door".
NAMING & BRANDING
‘MAssao' promises baked goods of international quality.
‘Massao’ is the Khmer word that means "flour" and delineates an identity referring to bread’s main ingredient but also gives a sense of refinement from the field of cosmetic. The focus is on the product: 'Massao' claims to offer baked goods of international standard made in Cambodia.
