An emotive masterpiece that inspires bliss
Overview   │ As architects by discipline and patisserie chefs by heart, the founders of Obolo expanded their online pastry business by establishing boutiques across Singapore specialising in artisan gourmet cakes. In 2010, Obolo engaged Ukulele to structure a brand identity system to help them translate their brand DNA not only in the design of their outlets, but more importantly, in the culture of their ever growing team of artisans.

Challenge   │ The gourmet cakes genre in Singapore was dominated by pastry chef masters originating overseas (i.e. UK, France and Japan). Being 100% Singaporean and helmed by a duo of architects, Obolo needed to articulate how their inherent brand propositions can stand out amidst the very competitive landscape.

Solution   Together with Ukulele, the key ingredients that make Obolo different were gathered, sifted and kneaded together into a unique brand ideology: ‘Architects of Bliss’. Part of its Brand Bible, this overarching ideology articulates how Obolo brings a different patisserie experience that combines the elegant, design precision of architecture with the subtle sublime flavours that delight the senses. A brand identity system was crafted, the centerpiece of which is the ‘o’ Obolo infinite degree symbol. This degree is a mark of distinction that differentiates an Obolo creation as more than just an ordinary pastry, but an emotive masterpiece that inspires infinite bliss.

The new Obolo, and its brand of pastries, has won many accolades and notable mentions in the media and press. It also clinched a place in the coveted 2012 Top 5 Dessert Spots by IS Magazine.

Brandscope   │ • Brand Review and Blueprint • Brand Architecture • Brand Naming • Brand Identity • Brand Retail Environment • Brand Packaging • Brand Systems