Mumbai, Maharashtra, India


Elevating a beloved home bakery into a contemporary dessert sensation.

At Stratedgy, we’re always excited about the opportunity to rejuvenate businesses and propel them to greater heights. One such gratifying endeavour was our collaboration with Crumbilicious, a cherished bakery venture founded by the visionary chef Sanah Ahuja in her early twenties.

The Problem: 

Chef Sanah is exceptionally passionate. Owing to her enduring love to create goodness, the products and offerings at Crumbilicious evolved over the years. Eventually, there came a time when the Crumbilicious branding did not match up to the high standards set by the phenomenal products.

The brand image that fell short of audience expectations prevented Crumbilicious from securing its place at certain tables…

Recognising the need for a comprehensive brand makeover, Crumbilicious turned to us for strategic guidance.

Our Solution: 

Through meticulous consumer and market analysis and immersive workshops with the founder, we delved deep into the heart of the brand.

This process allowed us to craft a refreshing brand manifesto and devise a new brand strategy that would reignite Crumbilicious and set it on a path to success. As part of this strategic overhaul, we recommended a change in the business name, leading to the rebranding of Crumbilicious as the elegant House of Amel.


Our strategic vision encompassed every aspect of the brand’s revival. Over many, many dessert tastings and insightful conversations with the founder, we envisioned a complete reimagining of desserts, breathing new life into menus, investing in advanced machinery, designing captivating packaging, and implementing targeted marketing activities. These transformations were rooted in our revamped brand strategy and identity system, forming a cohesive and impactful brand experience.

The brand’s striking packaging and identity exude a distinctive aesthetic, flaunting typography and an innovative colour story that stands in stark contrast to the plethora of cutesy and vintage-inspired French bakery brands that saturate the Indian bakery industry.

We recognised the power of typography as a visual anchor and sought to create a truly memorable and impactful brand experience. Drawing inspiration from the brand’s essence of elegance and contemporary sophistication, we designed an exceptionally tall typeface that would become the centrepiece of the packaging. This unique typographic treatment elevated the brand logo itself into a striking design element, creating a strong enough visual for it to stand on its own without much explanation and unnecessary supporting elements.

By opting to use the logo as the primary design element on the packaging, we embraced a subtractive approach that stripped away unnecessary clutter and embraced the beauty of simplicity. The logo, with its towering letters, proudly takes centre stage, commanding attention and becoming the focal point of the entire packaging design.

The minimalist backdrop of the packaging further accentuates the impact of the tall typeface, allowing it to shine and become a powerful visual representation of the House of Amel brand. The absence of excessive embellishments or distractions highlights the purity and beauty of the typography, creating an elegant and timeless aesthetic.


Today, the business stands tall as House of Amel, having soared to new heights with a remarkable pace of growth. Central to its triumph is the undeniable allure of its extraordinary desserts, which have resonated deeply with a loyal and growing customer base.

By infusing a contemporary tone of voice, we have positioned Amel as a unique player in the market, bridging the gap between comforting baked classics and futuristic chic. Amel‘s brand architecture reflects its versatile yet individualistic nature, emphasising the attention given to each element in its exquisite range. Our extensive research has inspired Amel‘s concept, combining a touch of nostalgia with nuanced flavours and an element of fun. The result is a brand that sets a new standard, delivering simplicity and comfort while still creating extraordinary experiences.


Mumbai, Maharashtra, India
Creative Director: Krupa Sheth Kapadia
House of Amel