Kho Thi : Franchising in Southeast Asia

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Industry

Food & Beverages

What We Did

Branding, Logo, SOP

Brand Introduction

Joe & Dough is a made in Singapore Brand founded in 2009 with the dream to make good coffee and sandwiches accessible to everyone.

By late 2017, Joe & Dough had expanded to 10 outlets and was ready to grow internationally. An opportunity to expand into Indonesia was presented but, Damien and Dawn felt, in order to give themselves a better chance of success, they needed to escalate the Brand positioning of Joe & Dough in Indonesia.

Brand Message

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The Brief

To facilitate the consumption and lifestyle habits of our targeted market and understanding of the F&B Café sector in order to stand out amidst the existing lifestyle café concepts.

Through a International Market Entry & Branding Project supported by ESG, we conducted an in-depth Market study and redeveloped the enhanced brand positioning of Joe & Dough Indonesia by reimagining everything from the Logo, the brand promise, brand voice, the service culture, the look and feel, uniforms, menus and social media strategy.

The Roadmap

Interviews with different stakeholders both internal and external to understand any cultural gaps in consumer sentiments between Singapore and Jakarta. A thorough competitor research was conducted across over 30 concepts that took into consideration Brand, size, positioning, product mix, pricing, ambience, concept, location and target market.Through a café world concept style workshop, we also uncovered possible “Hero Products” that could potentially help Joe & Dough stand out. Finally a roadmap was laid out and the team was ready to implement the changes.

The Implementation

Known for their pastries and bakes, and combined with the JV partner’s immense passion for Croissants, a direction to specialize in becoming known for their Bakes and pastries in Indonesia. Simultaneously a product that literally combined a decadent hot chocolate in a baked coffee cup was created to illustrate their new tag line “ Where Barista Meets baker”.

The Outcome

In fact, not long after the launch, Joe & Dough achieved the “the Best Croissant in Indonesia” annoncement in both social media and in a newspaper advertisement. Even Thaksin and Yingluck (Ex Prime ministers of Thailand) commented about the creativity of Joe & Dough’s products in the Thai Newspapers

Testimonials

Felicia Elsa

Senior Chef at Joe & Dough
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