Emotional branding is about building relationships; it is about giving a brand and a product long-term value. It is about sensorial experiences, designs that make you feel the product; designs that make you taste the product; designs that make you buy the product. It is a culture and a way of living. Designers, therefore have to immerse themselves in the everyday world, monitor cultural changes, values, and marketplace trends. Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with the consumer, can this product or service qualify to be a brand. -Joel Desgrippes. Through this branding project, I explored the many various processes required to design a complete brand personality for an nonexistent business. This included the logo, business system, uniform, ice cream pint, coffee cup and collar, pricing plaques, menu, truffle and slice of cake packaging, and a group of products that fit well together.