#Japan #Tokyo #KEYUCA #DOLCE FELICE #Sweets Brand

A Sweet Transformation for DOLCE FELICE

DOLCE FELICE, the beloved sweets brand created by KEYUCA, is stepping into a new era with a fresh rebranding initiative that was officially announced on October 1. The goal of this transformation is to create a unique blend of living solutions and delightful confections, making the ordinary moments sweeter and more enjoyable for everyone.

Brand Evolution

DOLCE FELICE was born from a simple customer request at the first KEYUCA store, located in Honmoku. The brand's name means "happy sweets" in Italian, embodying the mission to bring smiles and happiness to as many customers as possible through delicious desserts. As the brand developed, it evolved from a café feature in 2002 into a fully independent retailer by 2009, highlighting its success and popularity.

KEYUCA, known for its lifestyle solutions across clothing, food, and housing, recognized that DOLCE FELICE should be a vital component of its “food” segment. With this new vision for the brand, DOLCE FELICE's rebranding has been carried out to elevate its product offerings.

A New Concept

The tagline for the rebranding is, "Tea time is happiness." This ethos reflects the desire to accompany customers during their everyday routines with treats that enhance their leisure moments. The products will resonate with consumers, making their daily experiences more enjoyable and memorable.

An Integrated Product Range

DOLCE FELICE's product lineup is thoughtfully categorized into three main lines to cater to various life situations:

1. Petit ($1.85 to $6.00)
- Perfect for everyday snacking, these bite-sized baked goods are ideal for enjoying at work or school.

2. Gift ($10.80 to $36.60)
- These beautifully packaged gifts are perfect for returning home or attending gatherings as a token of appreciation.

3. Dessert ($3.60 and up, store exclusive)
- These premium fresh confections, made with seasonal fruits, are ideal for dessert after meals.

Revamped Packaging Design

The rebranding also places a strong emphasis on packaging design. Each product's packaging is now more cohesive and striking, featuring floral motifs to evoke moments of tranquility and charm in everyday life. The design aims to provide a heartfelt experience akin to gifting a bouquet of flowers, enhancing the overall joy of gifting confectioneries.

Notable New Offerings

Some highlighted products include:

• - FELICE: A colorful cake that pairs joyfully with tea, promising a delightful unboxing experience reminiscent of receiving a bouquet.
• - LUNACE: A chic cake, perfect for evening desserts, designed with muted colors and a sophisticated aesthetic.
• - SAKTOKI: Crumble cookies shaped like flower petals, ideal for afternoon snacks, wrapped in an understated floral design.

About DOLCE FELICE

DOLCE FELICE's products are available across seven stores in Tokyo, Kanagawa, and Saitama, as well as online through the DOLCE FELICE flagship store and KEYUCA online shop. The brand's mission remains rooted in bringing joy through sweets, upholding the spirit of happiness and satisfaction in every treat.
For more information, visit the official website or the social media pages of DOLCE FELICE. They are dedicated to crafting more than just sweets; they aim to create delightful experiences that endear every customer to the brand.

Conclusion

With this bold rebranding, DOLCE FELICE not only enhances its product offerings but also strengthens its connection to the lifestyle philosophy of KEYUCA. The evolution marks an exciting chapter for both the brand and its customers, ensuring that the sweet moments in life are celebrated and cherished.