4. Sweet Avenue Floor G
Siam Paragon
Store Location
Pop up store
Central plaza rama3/ K-village street market/
SCB park plaza/ Terminal 21's Sweet Pavilion
5. Brand naming / Logo
Moonne (pronounce moon-ne’)was named originally for the word “moon”
the word “ne” was added to made it sound more approachable
Implying that moonne desserts are heavenly, due to its fine ingredients and taste
Repetition of overlapping circles in the Logo represent the moon
The color navy represents the night sky
26. Brand Mental Map
Quality Ingredient
Navy
Special Dessert
Moon
Heaven
Value Price
Services Mind
Passion
Treat/Reward
Compatible Packaging
Homemade
Gift
Crafted Dessert
Family Relations
Unique
Take Home
Pleased
Signature
Catering
Premium Grade
Freshness
Tasty Dessert
Thai Brand
Up to date
Menu
Dessert Texture
Variety Menu
Light
Fusion French Dessert Paris French
28. positioning
heart made, French fusion specialty
dessert with premium grade ingredients
that satisfy all sensory pleasure with
international standard
29. Problems
• Pronunciation problem; moonne
(moon/moon-nee)
• not easily recognized; customers
remember dessert names “La Paris”
as brand name
• Font; doesn’t define premium feelings
solutionproblems
Naming / Logo
30. Problems - display/store
solutionproblems
• No tagline
• Too few seats
• Customer interested in the cake’s images
but not certain of the taste
• Add more seats
• Provide testers at the bar
display / store
31. Problems
solutionproblems
• Strengthens Brand Positioning and
communicate it in every touch points
• Sales training
• Brand Positioning and brand
management are disorder
• Not communicating enough about
“French”
• Sales could not provide enough
information about products
communication