Brand Community Building Elements

Based on Patrick Hanlon’s 7 primal code for brand building

Team Member Names: Antonia Mujica, Axel Hernandez Torres, Carla Vergara, Diana Windley,
Dlamini David Masokela, Nandabi Nandabi

Client: Karinchi Bakery

1. Origin
In 2007, Karin Martínez perfected a recipe for chocolate chip cookies that delighted her friends and
family. She soon added delicious cakes to her list of special recipes made from scratch in her kitchen.
Karin began selling her cookies and cakes to first to extended family members, and then to friends and
acquaintances. Karin and her daughter Gianella Cabanillas, followed their dreams founded what is now
known as Karinchi Bakery in August 2019.

2. Creed
Cookies and cakes baked with love.

3. Icons

There is inconsistency in the logo from the website to the social media channels, so we will recommend
using a more consistent look and feel in the branding for the across the different public-facing
platforms.
4. Rituals
Specialty packaging for the cookies and cakes that provide an “upscale” bakery experience. There is
inconsistency in the logo on the packaging, so we will recommend unifying the packing around a
consistent logo strategy.

5. Language
The most consistent use of language for the brand is the tagline “Sweet & Fresh”. We will work on
incorporating the tagline into all the marketing for the cookies and cakes.

6. Anti-believers
Non-believers will include people who may be diabetic (no sugar) and/or gluten intolerant (no wheat-
based flour). Additional non-believers may be people who avoid cookies and cakes for other health
reasons, or may find cookies and cakes from bakeries too expensive to purchase.

7. Leader
The leaders of the brand are Karin Martínez and her daughter, Gianella Cabanillas.