Date
May 2024
Project
Brand Logo, Identity Design, Marketing Collaterals
Client
Cudelis
Duration
1 month
Designing a Coffee-Bean Inspired Identity for Cudelis, A Chocolate Brand
Client Overview
Cudelis is a Hyderabad-based startup creating personalised, bean-to-bar chocolates. Founded as a home-grown venture, the brand blends Indian origin cacao storytelling with customisation-led gifting and experience-driven indulgence.
About Project
After defining Cudelis’ brand strategy and go-to-market direction, Umanshi was tasked with creating a distinctive visual identity. The mandate included logo design, brand identity system and collaterals that could signal premium quality, craftsmanship and customisation from the first glance.
Challenge
Crowded Chocolate Narrative
Most artisanal chocolate brands led with “Indian origin” and “bean-to-bar.”
This made Cudelis indistinguishable from brands like Manam, Soklet and Pascati despite its strong personalisation capability.
Creating Instant Premium Cues
As a new brand, Cudelis had no recall.
The identity needed to immediately signal artisanal quality and refinement, without looking generic or mass-market in a category crowded with “luxury-looking” chocolate brands.
Underleveraged Experience Factor
Chocolate was being sold as a product.
The emotional role of chocolate—as memory, indulgence and self-expression—was not being fully utilised in branding or design language.
Our Strategy
Translating Strategy into Symbols
The logo was designed as the first expression of the brand strategy.
We created a mark inspired by the cacao bean to signal origin, craft and authenticity, while keeping it flexible enough to work across gifting, retail and digital use cases.
Designing for Customisation
The identity system was built to adapt.
Colours, layouts and graphic elements were kept modular so the brand could personalise packaging, gifting inserts and collaterals without breaking visual consistency.
Making the Brand Market-Ready
Every design decision was tested for real use.
From flyers to merchandise, the identity was created to work at pop-ups, festive stalls, corporate gifting and direct customer interactions—where first impressions matter most.
Testimonial
Partnering to Build a Distinctive Brand
Launching into the Indian market, we needed a partner who could help us cut through a crowded category and express our unique blend of fragrance, wellness and personalization with clarity and emotion. Umanshi’s structured approach is helping us build visibility, spark early interest and engage the right stakeholders during our pre-launch phase. They are playing a key role in shaping how Scentzania is perceived from day one.
Prachi Saini
Founder & Managing Director, Scentopia Singapore
Built for Business Outcomes
Clarified Global Identity
Enabled consistent premium expression across markets.
Scalable Brand System
Prepared the brand for future extensions.
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