The Client
Chocohollics is a speciality chocolate and patisserie retail brand, situated in the upmarket township – Hiranandani in Powai, Mumbai. The designer cake/ bakery parlour is known for their out of the box designer cakes and concepts, enjoying a reputation of providing high quality products.


The Setup
Amidst a vast market of chocolate and patisserie products, especially in an upmarket location like Powai, the end consumer is spoilt for choice, with a wide variety of options available. Added to the fact that Chocohollics is a pure kiosk based retail store, there are patisserie shops in the vicinity that offer in store consumption option too. This further limits the brand interaction with its consumers and hence misses out on creating a connection with them.

When the client approached us with the above, we suggested a re-branding and re-positioning exercise for Chocohollics. This was advised, to enable the brand in making a strong connect with the audience, while at the same time, strike communication across all touch-points that can be engaging and impactful, creating a higher recall of the brand amongst its target groups.

The Pineapple Strategy
During our research, it was pretty evident, that (in line with the global/national trends) people generally purchase chocolates and cakes for gifting & celebrations purpose, relatively less for self-consumption.
Also, thanks to a huge setup of fortune 500 companies within Powai, Chocohollics gets a lot of orders from corporate teams asking for unique designs/ messages / themes for cakes and chocolates, and hence, it was important to understand the context of Chocolates/Cakes w.r.t Gifting (Giver and Recipient), and the role their cakes play in creating the desired impact on behalf of the host. The owner understands the criticality of this communication however this same desire wasn’t conveyed through their communication done so far.


The Design
The Desired positioning that pineapple suggested was – “sinfully addictive, simply adorable”.

The overall creative strategy was to evoke the brand character of an indulgent, drenched (in chocolate), yet extremely affable brand, that’s more like a companion during celebrations.

The idea was to personify the brand with an exuberant, cool and a quirky attitude.

Pineapple created a brand new identity for Chocohollics that was contemporary, high on style and evoked the characteristics mentioned above. The Dripping ‘C’ became strikingly simple and hence extremely easy to recall brand’s logo unit in no time.

To add further depth in the brand’s persona, our copy team came up with cool and quirky ‘one liners’ that instantly connected with the Target Audience.

-If You Can’t Break your Addiction. Eat It!
-Who Melts first?!
-I Cakewalk My talk!!!
-Lick! Don’t leave any proofs behind.

These one liners went on the Packaging, where one could instantly connect with the theme and the character, bringing a smile on their face; thereby creating a strong emotional connect with the brand. The same character and communication was carried through in other communication mediums like store branding, website, e-mailers etc.


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