O’dyafy, a Moroccan pastry and chocolate boutique was a challenging and interesting project that came to us without a concept, an identity, or a name. Our challenge was to create a concept in an unfamiliar and new market while establishing an essence of familiarity and comfort for consumers, to create a step-by-step guide to become attractive to franchisees, and this was our chance to give birth to O’dyafy by turning this challenge into a new experience with a successful thought strategy by starting with the creation process from scratch to completion. Our challenge was to take care of every detail in order to bring the concept into life in order to stand out from the local competition.

A winning strategy demands a focus on creative innovation based on strategic planning, expertise, and a clear market understanding. By entering into the Morocan world we discovered what was missing in the market, which helped us to create a successful concept. Morocan sweets was not only main dessert but it was a tradition for the Moroccans which was not given the image and value it deserves. So studying the demographic profile helped us to understand consumers’ needs in Marrakeck in terms of pastries, and helped us experienced the culture, local retailers, and even potential competitors. So the concept of pastry and chocolate boutique was built by giving a great value and a luxurious look to what they love, the Morrocan pastry, and displaying it as a “gateau comme a bijoux”. The chocolate will add a competitive advantage to O’dyafy since it will add an elegant, festive, and unique touch to the boutique. Our inspiration came from the Moroccan taste, the Taste of Morocco in concept does not aim to define the physical taste of Moroccan sweets, but it inspires to define its heritage and value. O’dyafy will not only promote the sweets as a brand; but every piece of sweet will come to act as Morocco's ambassador on the international platform. It will be a unique valuable jewel promoting Morocco's image as being rich in culture, heritage, destination, and attraction… The visual style is a simple, modern, clean-edged style that preserves the Moroccan identity through the patterns and forms used in the logo, graphics and packages The selection of rich and intense colors reflects both royalty and a vibrant modernity. While the typography reflects a modern look, yet preserving the Arabic identity. As a result, O’dyafy brand brings together both the traditional values of Morocco and its touristic attractions, we highlighted the value of typical Moroccan pastries in a new visual identity that will raise it up to a whole new level.