Cat & the Fiddle
Recipe for Growth
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By 2021, Cat & the Fiddle had established a loyal following in Singapore for its gourmet cheesecakes, but had ambitions to expand regionally – which needed to make a stronger brand impression. This required a clearer and more distinctive brand positioning, narrative and identity to captivate new markets in Southeast and North Asia.
CHALLENGE: Highlighting Perfectionist Quality & Ingredients
Cat & the Fiddle has been offering gourmet cheesecakes with in an array of unique, Asian-inspired flavours in Singapore to a growing base of loyal customers. However, the previous brand identity and image was overly cluttered and did reflect the premium quality ingredients and techniques used to create the product. Additionally, it needed to change perceptions of “frozen” versus “fresh” cakes by highlighting how blast-freeze technology ensures optimal freshness at delivery.
The brand name needed to connect more strongly with the product and elevate the experience.
SOLUTION: Artisanally Conceived, Affordable Luxury
Activiste embarked on a brand engagement that spanned a multi-market brand audit, experience design, positioning, messaging, visual identity, collateral and brand-led change that would elevate the Cat & the Fiddle brand so that it presented a more coherent and aspirational image for the brand.
The brand story was revitalised together with an overhaul of the its brand personality so that it resonates with target customers across geographic markets.
IMPACT: Expanding Horizons
The perfectionist stance of the founder is more evident in the newly launched brand, and it is now well positioned to enter into new markets with an expanded range of products with poise, confidence and elan.
Combining classic French pastry techniques with contemporary Asian-inspired flavours, Chef Daniel Tay's vision for the brand is now brought to life in this whimsically positive brand.
Activiste has supported us on all aspects of creating a new brand image for our core brand, Cat & the Fiddle: From a market survey and research; identifying the brand gaps, target audience, brand positioning... through to photography style and brand identity and communications... The team approached the project and its challenges with enthusiasm and care, whilst retaining the brand's DNA.
Chef Daniel Tay
Founder/ Director, Cat & the Fiddle
Founder/ Director, Foodgnostic Pte Ltd