The Qzina Institute
With offices across the US and Canada, Qzina Specialty Foods was one of the largest dessert and pastry ingredient suppliers. In 2011 they opened their marketing hub and event center —The Qzina Institute of Chocolate and Pastry. Complete with an R&D kitchen, our team served all office locations by owning marketing campaigns and promotions, corporate catalogs, trade shows, and events.
Team
Art Direction & Design: Robby Bucarey
Photography: Alan De Herrera, Andrew Steelman
Marketing: Laina Malnight
Expanding the logo.
Working from the existing Qzina logotype, the new treatment had to convey a level of authority and modernity. Some of the best pastry chefs in the world would demo here, so when top clients were invited it needed to feel special.
Ad campaign services.
The in-house marketing and creative team were small but nimble. As lead designer, I provided ads and directed photoshoots for Qzina's exclusive brands and some of their well-known suppliers.
Private label services.
An extension of the business was private label manufacturing—primarily chocolate. My role was to design packaging that aligned with the client's existing brand guidelines and in some cases push the design into new territory.
Demos and events.
The Institute hosted monthly demos and events for top clients and buyers, and leveraged key relationships with some of the world's best pastry chefs and chocolatiers.
International catalogs.
The key sales tool for all Qzina branches was the annual catalog. As one of my first major projects, I was charged with modernizing the design and creating an easy-to-read icon system for hundreds of products. New photography, ads, recipes, and charts had to work in both US and Canadian markets.
