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 Tea room decided to enter the premium hand-crafted chocolate market by introducing a gourmet brand, to be sold through modern retail, online and Flurys outlets.
To be a successful player in this segment, the Packaging Identity needed to communicate category expertise, mastery of taste; and also deliver on luxury indulgence. Not withstanding the design strategy had to be social media friendly and allow for great brand activation.
We decided to leverage the Tea room legacy for the new line extension. And our team developed a personality driven narrative based on the enigmatic Swiss Confectioners and Chocolatiers, who introduced India to handcrafted chocolates in 1927.
The Mr & Mrs Flury story is based on the heritage of handcrafted perfection. A concept that positioned the brand as the original leaders in the handcrafted chocolate segment while delivering on luxury indulgence.
Apart from an evocative narrative approach, 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 electic flavours for the contemporary minded.
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.
