Dessert Holdings - IDDBA 2025

Dessert Holdings' primary goals included launching its new brand identity and “pastry-chef-led” narrative at the International Dairy Deli Bakery Association show in 2025, demonstrating industry leadership as a one-stop solution for a wide range of premium, clean-label desserts, and a range of brands and capabilities. The design utilized a strong brand and color story with a clear narrative and aesthetic, with intentional lighting, photography, and product features, providing guests with a curated experience and opportunities to “discover” Dessert Holdings’ offerings with consumer insights, thoughtful placards, and fun facts. The “attract signage” used high sightlines to support wayfinding, while the exhibit’s layout provided clear definition and traffic flow in a warm, tailored environment. Tasting menus and special, curated experiences for specific customers and prospects turned the traditional sampling experience into a unique and thoughtful engagement allowing Dessert Holdings to showcase their innovative solutions and core items in new formats. A traditional bakery/kitchen aesthetic drove a clean-label story that put Dessert Holdings’ pastry chefs at the center of the storytelling while showcasing a breadth of capabilities, key hero products, and a balance of “behind glass” and “retail ready” displays. Textures, scent, aroma, and sound created a multisensory experience for guests. A lounge and both semiprivate and private customer meeting spaces ensured the ability to have a substantive, relaxed conversation without distractions. Dedicated sampling stations allowed for mass distribution of product samples, while the overall design showcased customer moments to draw in customers and communicate that Dessert Holdings “gets” their customers’ customers.