WOTOAST
A new brand of toast for ISABELLE which is a well-known bakery brand in Taiwan
Realization
2021/ 1
Position
Market Research
Brand Core
Logo development
Collaborators
ISABELLE
Product Designers
Brand Designers
To follow the buzz marketing originated from Japanese Sakimoto Bakery, ISABELLE also started producing raw toast.
However, it arose little consumer response without promotion since the original brand is well-known for its wedding cake.
The sales of raw toast in Taiwan’s convenience stores in two months.
Sold in a day.
Strengths
- Organic Ingredients
- Sub-brand under a well-known brand
- Build consumer loyalty based on good corporate image
- A wide range of products
Opportunities
- More and more people love to try food
- Online shopping market is booming
- More marketing platforms
- The public gradually prefers branded products
- People focus on the source and ingredients
Weaknesses
- Higher cost of materials
- Medium-priced products
- Short shelf life
- Low internet visibility
Threats
- Strong competition among toast brands
- Consumers’ tastes become more discerning
- Short product life cycle
- Rise of low-cost bakeries
- Rising material prices
ISABELLE has a wide range of products, but the brand characteristic is not prominent.
Raw toast is neglected but worthy of promoting as the differentiated focus for ISABELLE.
SO Maxi-Maxi strategies
The new brand expands the brand architecture of ISABELLA that takes the advantage of parent brand’s strong image. The organic ingredients create a differentiation strategy.
Increasingly, people are aspiring to eat healthy and delicious food, and most are browsing the Internet to find the products they want.
We use organic ingredients to make delicious bread. Take a bite and be amazed at the WOTOAST (wow toast)
Other Works
A rebranding project from SCAD StartUp (student organization)
A mobile app that efficiently yet authentically immerses Savannah tourists in the local art scene
A playful furniture suitable for family members of all ages
A home brand and furniture design inspired by living with nature