MILDBERRY’s second project for the dynamic Russian confectionary Brand: Akulchev, was to develop the Dessert Boutique visual identity.
Dessert Boutique is a chain of dessert-confectionary shops, the first of which was launched in Naberezhniye Chelny, in March this year.

This approach is a relatively new retail format for Russia and clearly demonstrates the innovative character of Akulchev’s business activity. The chain is specializing in quality baked and confectionary items. Customers can also enjoy a welcoming cup of coffee in a cozy café environment.

Developing the brand’s personality required MILDBERRY to consider tradition and contemporary attitudes to dessert-confectionary, blending these in new and unique ways to produce a visual system that would reflect the values of the brand correctly.

The resulting brand name and identity was represented by a flowing and vibrant hot chocolate signature – immediately creating levels of awareness that accurately reflected the brand’s individuality and ambition.

The photographic requirements were also aligned to brand values to produce the emotional brand’s visual identity. The series of photos provided by Italian photographer were used to emphasize the romantic qualities of the identity by carefully selecting and restraining use of colour, reinforcing the warmth of Dessert Boutique visual image.

MILDBERRY produced the visual systems & guidelines that determine Dessert Boutique’s style, throughout all applications. We will continue to monitor and evaluate the brand development, ensuring, as more shops are opened, that the brand values are consistently communicated to support commercial objectives.