Helping a beloved Christchurch brand make their customer experience even sweeter.



Project Update:


SERVICES: Brand Development, Brand Strategy, E-commerce website, Marketing Strategy, Loyalty Programme Implementation, Omnichannel Campaign Design & Execution


Refreshed visual identity and brand positioning

New website, with increased conversion rate and average order value 

New automation & loyalty programme generated 40% of online sales in its launch week

Strategy and execution of a 12-month marketing strategy

Digital campaigns delivering a consistent positive ROI

17% increase in Customer Lifetime Value

Divine’s cakes and desserts have been a household name in Canterbury since 2004. They came to Attraction Studio to make their established brand even sweeter. The Divine team wanted to strengthen their brand identity, improve the customer experience, and reduce seasonal peaks and troughs in their sales.

We worked with Divine to develop a new brand position, build a stronger marketing foundation, and implement a loyalty and marketing programme to keep customers engaged year-round.

We began by revisiting Divine’s mission and purpose to develop a fresh brand identity that reflected the values and personality of their business, and a new tagline - Celebrate Every Divine Moment - that encouraged customers to purchase outside of special occasions.

The new brand identity was applied to a modern and dynamic website, incorporating a refreshed and approachable photography style and customer loyalty programme. We also created new instore collateral and vehicle signage to ensure a consistent experience across all channels.

Alongside the website, we rolled out a 12-month marketing strategy, with a combination of seasonal and evergreen omnichannel campaigns to strengthen the Divine brand with their key audiences.