Just as mischievous as the twins they are named after, Tweedle Dum & Dee defy the health-conscious status quo in favour of sugary treats. Customers are enticed through bold, bright branding and the nostalgic offer of fairy bread. Using only fresh gourmet ingredients, an interactive ‘pick n mix’ style operation serves to create a unique experience. As a mobile stall, social media informs customers of pop-up locations and exclusive content.

As a group of friends became interested in creating this unique food stall, I helped to design the initial brand identity and social media content. This group all came from a design background and included Stella Loi, Anna Loong, Pelepesite Tofilau, Niki Chu and Alex Kachfi. I focused specifically on market research and branding during the rollout of the brand, with content creation to supplement.

Fairy bread stood out as the core conceptualisation of our product. It provides familiarity and its fun and nostalgic qualities could be utilised to form strong branding characteristics.

To find a point of difference we first looked at the market. Most local mobile food services offered cultural cuisine, with few boutique or dessert options. Many had some consciousness towards health, with some highly emphasised on this fact. Branding was often neglected with these businesses and a social media presence was low overall. The Sunday market served as a consistent place to sell, as well as the occasional function or event. Focusing on the feeling of fun and nostalgia, different components were iterated to form our logo:

Strong use of primary colours and simple abstract shapes would help to bring back the rudimentary aesthetic of childhood art. A pastel secondary palette was incorporated for initial testing but was taking away from the strength of the primary design so it was subsequently removed.

With further iterations of the logo and aesthetic settled on, we were able to move forward and create print materials for the product.

With check-ins and Snapchat becoming increasingly popular on social media, we could use this technology to let customers find us easily and learn about how our stall worked. The short-form media also allowed us to create limited offers and show our individual personalities through behind-the-scenes snippets.

Social media proved to be a strong driving force for the business and the cards were able to be given out for potential catering connections. The Snapchat code on the back made it easy to follow the brand, and this was crossed with Instagram and Facebook to provide maximum reach. Premade flavours were introduced to provide more familiarity and cater to busier customers. Outsourcing the bread to Zaida Bakery helped to ease preparation and increase the quality of the overall product. In the future this collaboration could be promoted to increase mutual exposure.