Mr. Jamalizadeh

Founder and CEO of Shirini Leili

Platin walks in your shoes.

Lily Pastry, with over 10 years of experience in modern pastry-making (industrial production and distribution) and product-oriented cafe management, decided to undergo a major transformation in order to deepen its connection with customers and attract and retain the new generation of consumers. This transformation eventually took the form of a comprehensive rebranding.
The first phase of this rebranding involved redesigning the communication strategy, creating a cohesive visual identity, and revamping the packaging and store appearances. The goal was to transform Leili into a brand that evokes joy for its customers.

Rebranding a successful brand or business is far more delicate than rebranding a weaker one to boost sales.

Leili was already a winning combination. It had an established audience, strong sales, and loyal followers. The challenge was to ensure that this transformation not only enhanced the brand but also resonated with its existing customer base.

The biggest challenge in this process was to ensure that the new brand structure and identity remained true to Lieili's essence. Changes in the logo, store appearances, signage, uniforms, and packaging, as well as the introduction of new behavioral and verbal identities, needed to be executed in a way that would be immediately recognizable to Leili’s current customers. The goal was to avoid any confusion that might lead customers to believe they were dealing with a different brand or that there had been fundamental changes in quality or management. At the same time, these changes had to appeal to new customers, helping them connect with and appreciate the rebranded Leili.

To address these challenges, the proposed solution was to implement a 360-degree rebranding campaign, designed to fully immerse the audience in Leili’s new identity. A 360-degree approach was chosen because it allowed us to create a comprehensive and cohesive experience for the audience. In today’s world, customers interact with brands across multiple channels—digital spaces, outdoor advertising, and physical experiences in stores. A 360-degree strategy enabled us to maintain a consistent and unified presence across all these touchpoints, ensuring that our rebranding message was effectively communicated across all channels.

1- Teasing Phase:

This phase was designed as a prelude to the introduction of the new identity. The use of the slogan "Leili is still the same..." helped us capture the audience’s attention and spark their curiosity. The goal was to familiarize customers with the idea that while Leili might appear different, it remained true to its core values.

2- Opening Phase:

This phase, the climax of the campaign, was launched when the audience was ready to embrace the new identity after the Teasing phase. The "Leili is still the same..." slogan was paired with the introduction of the brand’s iconic products and noticeable changes in stores and packaging.Leili is still the same... same hot, fresh coffeeLeili is still the same... same pillow-soft cream puffsLeili is still the same... same delicious caramel ice cream

This strategy allowed us to introduce the changes gradually and in a digestible way for both old and new customers, ensuring that Leili’s new identity was accepted with a sense of nostalgia and familiarity.

In the digital space, the rebranding of Leili was unveiled through a video that narrated the story of Leili's journey with its customers from its inception to present. The video emphasized that while Leili’s appearance had changed, it is still the same beloved brand.

Billboards featuring iconic products and the slogan "Leili is still the same..." were displayed. The signage at 8 stores was replaced, and a dynamic logo was used to convey a sense of joy. Packaging changes were implemented gradually, with the new packaging being introduced while the old packaging was still in circulation. The tagline "Leili is still the same..." was also printed on key touchpoints such as coffee cups, danglers, posters, and more.

Amid concerns about customer reactions, something unexpected happened: customers spontaneously began talking about Leili’s new visual identity on Twitter, indicating their acceptance of the rebranding. Instagram and Twitter were flooded with photos, stories, and tweets about Leili’s new logo, packaging, and billboards.

This successful rebranding demonstrated how Leili was able to create a fresh and appealing identity while staying true to its core values and responding to the needs of a new generation. This process not only helped Leili re-establish its position in today’s competitive market but also served as a shining example of how a brand can adapt to consumer and market changes. Notably, a sales increase of over 20% was observed during the campaign.