Situation

A new name in a competitive sector

As a new player in the Greater Bay Area commercial baked goods market, Callista Foods required a brand identity and communications platform that could stand shoulder-to-shoulder with established peers.

The leaders of the business sought a world-class brand presence to convey reliability, product excellence and customer focus from the outset.

Response

There’s a brand in the oven

Brand development began with interviews with key stakeholders and research into the peer landscape. 

Insights from this informed a brand strategy built on the idea of “fresher”. Callista’s delights are fresher due to customer proximity, product consistency, creativity and customisation.

The team developed the Callista Foods English and Chinese name, brand messages and full brand identity from logo to website.

Outcome

Launching with a taste for growth

Callista’s distinctive brand identity was applied across a full suite of collaterals including, presentation templates, uniforms, product packaging, and digital communications. 

Marketing materials included a factsheet, eDM template, and a launch presentation deck. Comprehensive brand guidelines support ongoing cost-effective development of the brand.

The easily-maintained website showcases product offerings, communicates brand values and encourages contact from potential customers.

“The Stepworks team gave us many clear ideas and suggestions to go to market. They listen carefully and their designs really reflect our product quality. Customers see our new brand and trust us as professionals. The work has been a big help for my sales teams.”

Michael Tang, CEO

Convenience Retail Asia Limited