Jarlie started as a local brand targeted at the Hyderabad market which was already teeming with several mid-range but famous confectionary brands besides some niche premium patisserie stores. When the client came to us, the product was still being exclusively sold online and in supermarkets and they were on the verge of launching their first offline store. The challenge was to not only to make the brand relatable to the customers but also to create a distinct brand identity to seal that relation.
That was the first thought that came to our minds when we thought of premium desserts. It took us little time to then convert the product from being called ‘fine dessert’ to ‘patisserie’.
Once this was set in our mind, the challenge was to sit down with our clients to come up with a convincing archetype. Sweet tooth and guilty pleasure go hand in hand and we just had to exploited the stereotype. So when the client chose the ‘lover’ archetype and we added a pinch of sensuousness.
This was to be a brand that people couldn’t resist.
When launching the first kiosk it was imperative that we made some noise. To this end, we crafted a digital campaign called #JarsofLove. The jar in which the Jarlie dessert comes in is made of glass and is reusable. We used this to our advantage as the spirit of DIY crafts was then storming the internet. We asked people to make something with the jars, pot a plant or make a candle, and share their craft online with #JarsofLove.
A jar of Jarlie is impossible to resist thanks to the incredible packaging. The jars can be recycled to make so many things! For now, it really gives a fancy look to the spice shelf.
Padmini K Customer