Kasr Napoli, the market leader in Upper Egypt’s pastry and bakery industry, boasts a dominant presence across customer segments. The brand has captured over 80% of the Class A market, reflecting its premium appeal, while Class B and C customers collectively contribute to 70% of its total sales, cementing its position as a favorite among the largest consumer base in the region.
By early 2023, Kasr Napoli aimed to address several challenges, including a fragmented identity, a lack of cohesive visual direction, and underperforming product lines.
Visual Identity & Packaging
Introduced burgundy as the primary brand color, accompanied by a high-contrast color palette. This combination not only draws attention but also complements the natural hues of pastries, chocolates, and baked goods, such as oranges, browns, beiges, and yellows.
Designed custom packaging for boxes and bags that could serve as a long-term reference for future brand materials. A standout success was the premium chocolate box design, which incorporated AI-generated visuals for a luxurious and aesthetic appeal. This innovation sparked interest and significantly boosted chocolate sales, transforming it from an overlooked product to a high-demand offering.
Product Development
Supported the launch of Dubai Chocolate, a trending product at the time. Offered at an affordable price compared to competitors in Cairo and Dubai, this product aligned with Kasr Napoli’s mission of introducing customers to unique and premium-quality treats.
Advised on managing the brand's extensive product lineup of over 600 items. While I viewed this as a challenge, the management valued their diverse approach and preferred to maintain it.
Customer Experience Enhancements
Standardized a signature scent of freshly baked goods and butter in all branches using specialized atomizers, creating a sensory branding experience that heightened appetite and customer loyalty.
Implemented a system to collect customer feedback on nearly every order, strengthening the emotional connection between the brand and its customers.
Marketing & Social Media
Shifted the focus toward video content over static designs for social media. Developed engaging "hook" strategies tailored to capture the audience's attention and boost online engagement.
Through these strategic and creative solutions, Kasr Napoli achieved a unified identity, improved product performance, and enhanced customer experiences, solidifying its leadership in the market.
UGC & EGC Content Revolution
At the start of 2024, I introduced the idea of utilizing User-Generated Content (UGC) and Employee-Generated Content (EGC)—a groundbreaking approach in Upper Egypt at the time. This involved:
Featuring Employees: Highlighting Kasr Napoli’s team members in social media Reels to give the brand a human touch and build authenticity.
Gift Sampling Campaign: Recommending the mass distribution of free samples of new products, encouraging recipients to record and share their reviews online.
Targeting Influencers: Suggesting collaborations with local and regional influencers, particularly those aligned with Kasr Napoli’s market audience, to create organic buzz.
This strategy positioned Kasr Napoli as a pioneer in leveraging these content types in Upper Egypt, setting them apart from competitors and amplifying their reach.
Results
By being the first to adopt UGC and EGC content in the region, Kasr Napoli created a ripple effect, driving significant engagement on social platforms and reinforcing its connection with customers. The campaigns not only boosted awareness for new products but also strengthened customer trust and loyalty, firmly establishing the brand as an innovator in both the market and marketing.