Mr and Mrs Flury

brand strategy, brand identity, packaging

The Mr & Mrs Flury story is based on the heritage of handcrafted perfection. rgd developed this concept, positioning the brand as the original leaders in the handcrafted chocolate segment; delivering an evocative experience that resonated with die-hard Flurys loyalists and newer younger audiences. An approach that provided basis for distinct packaging and communication, social media stories and on ground activation.

Flurys, Kolkata’s iconic Tearoom, planned to launch a premium range of handcrafted chocolates. rgd suggested a brand narrative based on its founding chefs, Mr & Mrs Flury. A clever positioning, and a strong asset that allowed the brand to own the origin of handcrafted chocolate in India and leveraging the tearooms’ legacy. The boutique approach, also distinguished the brand from its large global competitors.

This strategic route provided the client an opportunity to segment their offerings into specialised categories. Old Tea Room favourites were now rekindled as the Vintage chocolate offerings; the Classic range included the high content cocao variants from across the globe, and the Fusion range contained creative eclectic flavours for the contemporary minded.

The launch of these chocolates was a runaway success. The use of gold foiling to add glamour and richness contributed to a lux indulgent experience, helping move the products in the gifting category as well.