PACKAGING DESIGN

RUELO
PATISSERIE

Art Deco Sweet

CASE STUDY № 07

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PROJECT BRIEF

Fusing French pastry techniques with familiar asian flavours, Le Cordon Blue and Pierre Hermé trained pastry chef Jacquline Lo has been continuously perfecting her craft for over 15 years. After the launch of their first location, Ruelo Patisserie has collaborated with Arc & Co. Design Collective to redesign their brand strategy and product packaging system for the opening of their upcoming second location.

Its objective is to develop a brand strategy with a view to expanding its customer base without alienating its existing clientele. Additionally the packaging design system should address challenges pertaining to manufacturing, storage, ease-of-assembly and product protection, all while creating a unique structural form that can be easily recognizable as Ruelo's signature packaging.

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PBX SCORE™ (prior to project start):

FOCUSED IDENTITY: 50%

OBSERVABLE TOUCHPOINTS: 30%

USER ENGAGEMENT: 30%

REALIZED VALUE: 60%

DESIGN SOLUTION

As a result of an analysis of Ruelo Patisserie's existing brand strategy and design, it was determined that refreshing its brand messaging to be more concise is the direction in which it can satisfy both its current and new target markets. Despite the changes to the brand identity, it has remained true to its previous design, but has also been made cleaner and more modern.

Overall, the visual system has been influenced by an art deco style, paying homage to the fusion of French and Asian influences in the company's product offerings. With its angled edges and pastel colours scheme, the structural packaging design created a strong, recognizable form, while also meeting a variety of packaging needs. Since its initial launch, Ruelo's packaging line has increased to include packages for wedding cakes, ice cream cakes, and smaller pastry items, all with the same form that has now become its trademark.