Bakery & Coffee
Divvy is a cake shop and patisserie from Riyadh that bakes creative cakes and pastries that captivate customers thanks to their grasping design and innovative high-quality ingredients.
The main goal of the company is to be KSA's leading cake brand and to open consumers eyes to new products and flavors. The brand is a spin-off of Scale, a cafe and bar located in Al-Kharj on the outskirts of Riyadh and owned by the local restaurant group Coffee Tree Company.
The name Divvy suggests something that is divided, shared and enjoyed; just as it happens with cakes, while evoking something pleasing, delightful and divine.
At fagerström, we developed naming, brand strategy and visual identity of this new brand that was born from the desire of its partners to revamp the local pastry industry, which, in their own words, ’it is a very old profession that has not been modernized when it comes to manufacturing techniques, specially in product design’.
The logo is a wordmark accompanied by an asterisk in the upper right corner; a typographic glyph representing a cake viewed from above with five cross sections dividing it into equal parts.
The entire brand revolves around the concept of art, from the design of the products to the way they are displayed. This idea has also been used to create the brand tagline 'Sweet Sculptures' or other communication messages such as 'Do not touch, eat', which invite consumers to appreciate the products and interact with the brand's creations.