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Cloudhop Cloudhop Cloudhop
Cloudhop Cloudhop Cloudhop

Cloudhop is a creative dream-themed bakeshop serving cookies and cupcakes that are out of this world.

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cloudhop bakeshop
(01) Project
Overview

Serve up happiness with a new US bakery brand for Singapore’s number one cupcake shop.

Twelve Cupcakes, owned by Dhunseri Group, is a thriving chain of cupcake shops in Singapore with over 30 locations dotted across the island. When it came to expanding into the US market, they sought to introduce an entirely new and inventive brand concept. Motto® created the brand strategy, brand concept, name, product development, store direction, visual identity, and brand experience. Our creative boundaries were limitless, with a single stipulation: the brand concept must embody and exude creativity, joy, and imagination.

(Details)
  • Engagement Fullsail®
  • Type New Brand
  • Category Food
  • Services Strategy, Naming, Identity, Environment, Activation
(02) Challenge

Conceptualize an innovative bakery brand around a theme of positivity and optimism.

The world doesn’t need another cookie or cupcake shop. However, it does need more joy. Motto’s task was to create a brand that would stand out in a saturated market by delivering customers an exceptional and unique experience, transcending mere transactions. Our approach ensured the new brand would resonate with customers and deliver happiness as envisioned.

(03) Motto Method®
/ Immersion

Discovering the essence of Cloudhop.

To ensure a distinct and compelling brand, Motto® led the leadership team through our signature Immersion Process. This soup-to-nuts approach helps our team dive deep into the nuances of the business. We extensively researched the bakery industry and analyzed market trends, competitors, and customer preferences. This gave us an understanding of the landscape and helped identify untapped opportunities for differentiation.

(WHAT WE DID)
  • Vision-Casting
  • 5-Point Brand Audit
  • 1:1 Stakeholder Interviews
  • Strategic Workshops
  • Competitive Audit
(04) Motto Method®
/ Brand Strategy

Dreams as a vehicle for joy.

Motto® identified dreams as the core concept to drive the brand experience. By crafting cookies and cupcakes from customers’ wildest dreams, the brand evokes joy and delight in a way that conventional bakeries can not. The dream theme is a powerful tool to create a one-of-a-kind experience for customers.

(WHAT WE DID)
  • Purpose and Vision Language
  • Positioning Statement
  • Idea Worth Rallying Around™
  • Audience Personas
  • Key Business Statements (Who, What, Why, How)
  • Core Values and Behaviors
(05) Motto Method®
/ Brand & Product Naming

Cloudhop is a spontaneous, free-spirited coined name that delivers joy and optimism in every bite.

The new company name needed to meet essential criteria, such as be evocative and whimsical. It couldn’t limit what the company sells (i.e., cupcakes or cookies). And, it needed to be memorable and phonetically catchy. No pressure, right? We landed on Cloudhop Bakeshop, a spontaneous, free-spirited coined name that evokes feelings of wonder. The rhyming structure of the word (hop/shop) is fun and transports customers into a modern dreamland to experience cookies and cupcakes that are out of this world. We also named all twenty-four products.

(WHAT WE DID)
  • Naming Brief
  • Conceptual Themes
  • Naming Candidates
  • Etymology and Rationales
  • Advisory and Trademark Orchestration
(06) Motto Method®
/ Verbal Identity

Delightful dialogues: Crafting Cloudhop's playful and dreamy verbal identity.

Motto® crafted a unique tone of voice and verbal identity for Cloudhop, reflecting the brand’s dream-inspired concept and The Dreamer archetype. By focusing on positivity, optimism, and wonder, the team developed a language that would evoke joy and resonate with the target audience.

(WHAT WE DID)
  • Voice Pillars
  • Voice Persona
  • Key Messages
  • Copy Beats
  • Verbal Guidelines
  • Brand Story and Manifesto
(07) Motto Method®
/ Visual Identity

Whisking up a dreamy bakery identity to capture tastebuds everywhere.

The Cloudhop wordmark and icon are hand-crafted with custom lettering. We aimed for round, expressive cloud-like lettering, which exudes a carefree spirit.  The creative placement complements the “bounce” of the word Bakeshop also doubles as a subtle smile. The Cloudhop visual language is expansive, and we activated it across roughly thirty different touchpoints, including the store environment, billboards, uniforms, and merch.

(WHAT WE DID)
  • Vision Boards
  • Brand Identity System
  • Graphic Elements
  • Art Direction
  • Brand Guidelines
  • Brand Activation