Cedele Singapore sports minimalistic, no-nonsense new look

Artisanal bakery Cedele Singapore has launched a rebrand in an attempt to showcase its roots and to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers.

Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options, said Somewhere Else, the branding agency behind the redesign. 

While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition, it said. 

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"With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers," said Somewhere Else. "We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all."

Reviewing each of Cedele's touch points, it redesigned the key ones to bring out their warm personality, honest approach, and thoughtfulness in every moment shared with their customers.

"As a brand that prides themselves on good quality ingredients, hand-made bakes, and gently-prepared food that nourishes bodies, we had to ensure these intentions were articulated so as to align the thoughts of the team with what customers perceive," it said. 

With the brand’s heart in mind, it built a consistent and recognisable visual language that expresses Cedele’s artisanal and thoughtful roots; with a simple, no-nonsense identity system that is friendly and down-to-earth.

Slight imperfections in the logo and brand typeface softly echo the personal and handcrafted flair of Cedele as a business run by fellow humans. Special care was taken to art direct the imagery to support the brand’s natural, wholesome, and genuine essence.

A library of illustrations from an earlier brand refresh was inherited and retained, but re-interpreted with the intention of creating more opportunities for storytelling when one encounters Cedele.

Menu boards were also carefully redesigned to ensure clarity is provided to customers, while promotional templates were crafted to highlight key products without compromising on brand equity.

When it came down to the stores, design firm LAANK held the same objective of paying homage to Cedele’s roots— creating a space that embodies the brand’s genuine ethos.

Mixing in natural materials that evoke a sense of warmth and comfort, LAANK’s take translated into a much-missed encounter with a familiar friend each time one were to step into a Cedele store.

More than just a dining experience, customers are invited to linger and connect, slow down, nourish, and embrace the simple joys of life through the space, it said. 

In all, the new Cedele stores express a return to simplicity and authenticity— amplifying the brand’s renewed purpose as the reliable, thoughtful, bakery café people can turn to anytime.

With this brand refresh, Cedele’s brand purpose is made clearer to customers, returning and new. By pruning back the brand to reveal its core roots, a stronger foundation was set as the team continues on their mission of caring for people by helping them be kind to their bodies.

"It is an honour for us to have had this chance to strengthen a brand that cares this deeply about its product and people. With a reenergised brand strategy and toolkit, Team Cedele has been excitedly adopting and rolling out the refreshed brand identity across its entire ecosystem, from packaging, eCommerce through to CRM and even how they address their audience on social media," said Somewhere Else. 

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