Dirty Little Secret

As Myanmar’s top luxury cakery, DLS’s premium cakes, cookies and cupcakes are a staple at parties thrown by the country’s social elite.

To reflect DLS’s position at the forefront of the luxe baking industry, Coal developed a unique brand that was not only undoubtedly classy, but unabashedly sexy as well. After defining DLS’s brand, market position and brand strategy, we implemented a marketing roadmap that focused on precise and brand-aligned digital and social media marketing and advertising. With such a brand, attention to detail was vital, and we oversaw every key customer touchpoint – from DLS’s packaging to its media features – to ensure complete and consistent brand alignment. DLS’s customers and Myanmar’s media loved what the brand became, driving top-line growth for the business.


Scope of Work
Brand Strategy
Brand Identity
Packaging Design
Digital Communication
Social Media Communication