Fuumi Fuumi
Strategy / Branding / Interior
Background
Japanese bakery meets Melbourne lifestyle.
Well considered, artfully created and baked with passion, Fuumi Fuumi invites the bread lover in all of us to reacquaint ourselves with bread made with high Japanese aesthetics in mind. Fuumi Fuumi is an established modern specialty Japanese cafe & bakery that demonstrates highly technical, precise and methodical skill all culminating into high-end baked goods made from Melbourne. Since 2018, they have been able to quickly build up a loyal following from West Melbourne all the way to South Yarra. Nothing more, nothing less, this is a bakery created with intention - to make you smile and remember that first time.
Approach
BrandWorks was tasked with the brand refresh and repositioning of Fuumi Fuumi in the market. By crafting a compelling brand story that captured the ethos, philosophy, and unique selling proposition, BrandWorks successfully developed a new logo and a captivating series of illustrations. The introduction of a delightful mascot elevated the brand's identity to a comprehensive and holistic level, appealing to both existing and new audiences.
Challenge
The existing brand identity, "Fuumi²" (Fuumi Fuumi), lacked consistency between online platforms and the physical shop, causing some customer confusion. Despite this, the client strongly preferred the name "Fuumi²" for its mathematical symbolism and precision, but desired a unique and fun brand mark. However, they felt that by using the full name "Fuumi Fuumi" it might come across as too serious. To maintain the brand's joyful and playful personality while providing clarity, the studio carefully selected an appropriate font, and applied special treatments to preserve the playful funness of "Fuumi Fuumi."
Solutions
Creating masterpieces of warmth and comfort
With the aim of aligning with the Japanese bakery scene, Fuumi Fuumi has carefully chosen a new colour palette while retaining its main brand colour. These colours reflect the hues of bread, matcha, anko (red bean paste), and other elements commonly found in Japanese bakeries.
This thoughtful selection captures the bakery's essence and represents different seasons, creating a visually appealing and harmonious brand experience. Fuumi Fuumi's brand is embodied by a delightful mascot duo—a bear and a little girl. The bear symbolises the protective and caring nature of the bakery, while the little girl represents either the customers or the bakery products. To ensure brand consistency, a range of mascot variations has been created for use across various brand collateral. These variations showcase the bear and girl engaging in different activities, such as Japanese bakery making, highlighting the shop's hero products, and embracing Melbourne's unique lifestyle. The development of the characters, slogans and taglines have also found their way into social media marketing, takeaway packaging and collateral rollout.
Results
By incorporating the new brandmark, colour palette and Fuumi Fuumi’s adorable mascots throughout the brand's visual elements, Fuumi Fuumi is now positioned for future growth as an established, cohesive and relatable brand that reflects the essence of the Japanese bakery and Melbourne lifestyle.
Now open.
Store address
West Melbourne: 113 Rosslyn St, West Melbourne VIC 3003
South Yarra: 6c Daly St, South Yarra VIC 3141