Grapestone Corporation, whose main business is the production and sale of western-style confectionery, is responsible for such popular Tokyo souvenirs as “Tokyo Banana” and “Nenrin-ke. In July 2023, Grapestone launched a new product, “What if a simple ‘brûlée’ could make confectionery even more delicious? This is the idea that gave birth to “BRULEE MERIZE,” a store specializing in brûlée sweets. This brand, which has been attracting a lot of attention even before its opening, was totally handled by BRAVIS, including the concept, naming, brand logo, colors and other equity, package design, paper bags, bookmarks, and other promotional items, as well as website development and store design supervision.

Since brûlée sweets originated in France, the brand story is portrayed with a Parisienne, whose head is full of brûlée sweets, as the main character. Her name is MERIZE, which is derived from the process of burning the sugar on top of the pastry with a burner, a process known as “caramelizing. The brand is characterized by its ability to make not only tarts, but also millefeuille, financiers, and anything else that can be brûléed. We have created a story in which the curious MERIZE brûlées anything sweet.

In the design, MERIZE, who is thinking about what to make next, is simply drawn with loose lines to create a one-of-a-kind icon. The fact that his head is full of brûlée is expressed by the delicious looking brûlée on top of his head. The brand colors are an elegant and mature gray, a striking green, and a brown that conveys the deliciousness of the brûlée. In addition, the package design uses accent colors for each product and illustrations of handmade product sizzles to create a sense of deliciousness and the fun of choosing a product at the store.

In addition, Braavis’ digital team developed a web page for the brand. The emotional page conveys the story of “BRULEE MERIZE” in a way that cannot be fully conveyed in stores alone.

The brand was a hit even before its launch, with long lines of customers waiting in line on the day of the launch.

• CLIENT

  GRAPESTONE

• SERVICE

  Brand Concept

  Brand Identity

  Brand Naming

  Brand Statement

  Brand Strategy

  Design Concept

  Package Design

  Store Design

  Web Development

  COUNTRY

  Japan