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Indulge

Client:

The Griffin Group

Services:

Brand identity, merchandising, signage, uniforms, advertising and retail environment

The primary objective of this project was to create a new brand called ‘Indulge’ brand for the sole ownership and operation by our client for their new product offering, which could comfortably sit alongside the established store branding. Indulge brand encapsulates a specialist retail offering of coffee, crêpes and Belgian chocolate. JDDG created a strong identity, which would introduce our client’s new product offering, and give them the opportunity to role out the brand into stand-alone units in the future. JDDG provided the complete retail brand experience from the interior design of the service area in the store right through to all logo applications including uniforms (caps, t-shirts, aprons), interim guidelines, back up menu systems, carrier bags, cups, napkins, illuminated window signage. This new brand offering expanded the appetite of the existing customer base as well as attracting new business, improving trade and opening new market opportunities for our client. Indulge was commended at the 2008 IDI awards for Brand Identity.