Since this brand’s product lineup is centered on the theme of “crème brûlée × cheese,” we based our development efforts on that core concept.

As soon as the project began, we first discussed the brand’s positioning—including the name “BRULEE MERIZE”—with the client. After clarifying the objectives for launching this brand, we moved on to developing the concept and naming. Since MERIZE—the young girl who serves as the central character of “BRULEE MERIZE”—is portrayed as a Parisian who loves brûlée desserts, we adopted the name “BRULEE MERIZE Merchee,” a play on the French word “merci” (thank you) and “cheese.” The concept story, in true French style, depicts MERIZE taking a stroll through a marché when she fatefully encounters the wonderful ingredient known as cheese.

For the design, to help raise awareness of the “BRULEE MERIZE” brand, we avoided making major changes to the original logo. Instead, we created a sophisticated design by adding color tones that evoke the concepts of cheese and the marché. Using this as our foundation, we developed all touchpoints for the brand—not only packaging and paper bags but also store interiors, photography, and the website. Since the store’s opening, sales have been so strong that we’ve had to impose purchase limits. We’ve successfully created a brand identity that conveys new appeal while maintaining the original brand image.

You can view BRULEE MERIZE’s portfolio here.
https://www.bravis.com/en/projects/bruleemerize

• CLIENT

  GRAPESTONE

• SERVICE

  Brand Concept

  Brand Identity

  Brand Management Manual

  Brand Naming

  Brand Portfolio Reorganization

  Brand Statement

  Character Design

  Design Concept

  Design System

  Package Design

  COUNTRY

  Japan