CASE STUDY
Brand Strategy – Rihla
A strategy is for the people who want to play a long-term game!
Brand Discovery:
Rihla Desserts is a dessert café specialising in authentic Italian gelatos and European desserts, crafted with clean, honest ingredients. Authenticity in taste, quality and process is the core motto of the brand.
The brand is owned and run by a young, passionate pastry chef with 8+ years of industry experience in the b2b segment.
With the launch of his own café in the prime, cosmopolitan locality of Pune, catering to an audience willing to pay for premium, original desserts, he was confident about the product.
Challenge:
The real need was clarity and a clear brand strategy to reach the right audience, build awareness, and grow the brand sustainably.
Creating a strong foundation for the brand that would lead to a structured direction, and making the brand stand out in the crowded dessert cafe and regular ice cream parlour category.
Strategy & Research Approach:
We created a comprehensive Brand Strategy Guide to serve as the foundation for Rihla Desserts’ growth.
The strategy included:
- Brand purpose framework (Why, What, How)
- Market and category study
- Google Form surveys from the real target group
- Demographic and psychographic analysis
- Consumer personas
- Competitor analysis
All insights led to a clear and focused brand positioning.
Brand Positioning:
“A dessert studio for people who want to upgrade and experiment with authentic, original European desserts and gelatos made with clean and genuine ingredients.”
The go-to place for clean, artisanal European gelatos and desserts.
Authentic. Original. Clean.
This positioning became the anchor for every future brand decision.
Strategy in Action:
While execution took time, the brand always knew where to head next.
The brand strategy guide later became a reference document for the social media agency, ensuring consistency in messaging. Core themes remained unchanged:
- Authenticity
- Chef-led storytelling
- Behind-the-scenes processes
- Exhibitions and college festivals
- Workshops with Trove Experiences
- Collaborations with WeIdliwale Barroom and other restaurants
- Sending festive specials to the chef community
The brand never felt stuck because the direction was always clear.
Why Brand strategy? / Takeaway :
This project proves that brand strategy is not about instant results. It is a long-term investment that gives brands clarity, confidence, and consistency.A brand strategy guide may feel overwhelming initially, but it is not a checklist — it is a guiding framework. Not every idea needs to be executed immediately. It simply gives brands a place to return to whenever they feel lost
Brand strategy takes time, patience, and intent.
It’s a long game — and it’s meant for brands that want to build something meaningful, not momentary.