Cafe today is the largest selling plain sweet biscuit in Pakistan and the jewel in the crown of Mayfair.

Cultural Branding Toolkit was instrumental in unearthing the major roles that biscuits played in the life of our consumers, and then we narrowed our focus to owning the Tea Time, the largest segment of biscuit consumption moments.

Tea consumption has become not just a hot drink but an elaborate social institution in which Cafe’s role was a natural fit. A biscuit brand was created and ideated around owning ‘Tea Culture’ for the first time.

Cafe’s story developed around “enriching tea moments,” and the identity of the communication built the story further. Enrichment was defined as ‘Strengthening Social Sharing Over Tea’ where ‘Café Culture,’ the moments around tea is where friendships are made strong, stories told, laughter permeates, and bonds strengthened.

All such moments were targeted and incorporated into our Café Story, where we talked about ‘Khul Jaata Hai Café’ (The Café Opens), signifying that when you open the biscuit pack, it opens up this entire world around you.

The identity, packaging, and communication development highlighted this bigger purpose of helping people connect over tea, and revenue crossed the nine-digit mark within years and became the largest selling brand in the plain sweet biscuit category.