Global Dessert/ Healthy Snack Market Insights/ Brand Strategy/ Brand Naming/ Brand Slogan/ Brand Story Contents/ Brand Design Strategy/ Symbol Logotype Design/ Applications/ Package Design

As K-Cuisine grows in popularity around the world in line with the broader rise of K-Culture, so too has global interest in Korean desserts surged. In particular, consumers are eager to find indulgent yet guilt-free snacks and sweet treats that they can eat in one sitting at any time of the day.

In response to this rising demand, Taesan has launched a K-Dessert brand that puts contemporary twists on Korean classics, building upon its decades of experience making industry-leading red bean paste. In line with Taesan’s vision of promoting local economic growth, the ingredients used in this new line of sweet treats, from the company’s signature red beans to pumpkin seeds, are all locally sourced, and over 85% of its employees are hired from within the local area.

To aid in branding this new line of products, Taesan partnered with the bread and butter, a certified B-Corp branding agency with a focus on sustainable branding. The bread and butter positioned these new K-Desserts as "premium, healthy snacks," aligning their market position with the broader industry trend of “Snacking 2.0,” which has seen consumers embrace snacks that have healthy ingredients and a positive environmental impact. It also created a name for this new brand that embodied these core values, Allet--which stands for "Authentic Leader in Luxuriously Elevated Taste”--alongside its new slogan, "Elevating Desserts."

the bread and butter designed Allet's logo to reflect its innovative vision of presenting healthy ingredients in a novel form: the logo's characters form a jaunty peak that represents Allet's reputation as the apex of the dessert industry, while also paralleling the joyful journey customers experience when eating its sweet treats.

Allet's main packaging design was created to reflect the moment of union between the customer and the brand that occurs whenever they sample one of its snacks. The lower triangle, representing the company, rises up on the foundation of its 40 years' experience to meet the customer, whose joy is embodied by the playful combination of colors within the tessellating triangles. Indeed, the color palette of these triangles vary to reflect each of Allet's four products.

Allet was launched successfully and to national acclaim at the 2024 World Korean Business Convention on 22nd October 2024, and will be officially launched in the North America market in early 2025.