Chateau & Callebaut - “A Luxury Collaboration”
This launch represents the path that I outlined for this company from the moment it began.
Relocating to our home town of Darlington, our patisserie journey changed. Focusing on our most indulgence products, with our highest demand, the idea to turn our previous brands identity from whimsical to luxurious sparked a snowball of creativity.
First came the idea, followed by the brand; “Chateau Bleu”.
Our brand encapsulates the beginning of our journey as a company. Forever, no matter how big the company grows, expands or changes, it will forever offer homage to the little blue house that the baking began in. So why not call it The Blue House?
By changing the brand into French, we get Maison Bleu, a simplistic phrase which we have adapted beautifully into a personal blog. But luxury requires desirability; something that distinguishes you from your competitors; something that allows you to grow and goals to emerge. Chateau not only represents castle in English terms, but manor house, residence of the lord of the manor or country house of nobility, or in French; palace. Our brand isn’t just baking from any blue house, we’re crafting from a Blue Palace; think Emerald City, but in shimmering Aquamarine.
What makes Luxury Brands special you ask? The answer lies in their defining features. At www.socreative.co.uk they dissect the elements that embody true luxury;
Superior Craftsmanship; Louis Vuitton boasts that one of its suitcases or handbags goes through more than 1,000 stages before it ends up in your hand. Not only must an item be hand-crafted, it needs to be done by a perfectionist and made with the finest quality materials. Craftmanship is transformed into artistry.
Scarcity; Unlike machine or manufactured goods, hand-crafted items will always require time and dedication, which in turn only allows so many to be made. This element is what drives the desire; just because many can afford to purchase, doesn’t mean there will be many to purchase. Often the masters of their trades are limited, and crafters within industries become artisan crafters to their specific niche.
Rich Heritage; There’s no denying heritage can define your brand, whether that be an accomplishment by the brand, or knowledge they’ve gained that cannot be replicated. This element takes time and should be something to consider when building a luxury brand. Heritage can come in many forms, from founders to a company’s sense of self, to its roots.
Strong Brand Identity; “A luxury brand’s identity must capture its excellence.” Establish your company’s personality, its individual aura. Connecting with customers is the most important task for any brand, its an intimate affairs where-by company and customer share passions, dreams and desires. Take Tiffany for example, their jewellery brand is the definition of romance; if he loves you, he will present to you a blue box.
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