REKA July 2008

This is my first time appearing in a Malay magazine and it was indeed an honour that Berita Publishing is giving Fidani 3 pages of publicity in their bi-monthly magazine called Reka that comes free with the Anjung Seri (home decor) magazine. The July issue of Reka is featuring all the creative packaging in the food and beverage industry in Malaysia.

The Reka Magazine cover

Fidani had recently garnered the Best Ingenious Packaging Award from MIHAS and therefore, the magazine would like to interview my designer and myself on our success in creating the packaging. There were 3 winning products - Fidani Symphony, Fidani L'amour and the coming Fidani Chocolate Cigars. I have 2 designers for these range but only one of them managed to turn up for the interview. Carol is one of my best designers as she is very open towards new designs and concepts which makes it easier for clients like me. My boss would never like a conventional design for Fidani because he wanted to set a trail blazing approach in the chocolate industry. We want to make Fidani distinctive, and thus it would not be easy for others to follow.

Me & Carol (the designer)

The Article

Fidani has a standard of it's own. It's so exclusive that we take great lengths in developing the packaging that matches the quality of the product. The perceived value of Fidani is always greater than what you actually pay for. No doubt the pricing is at premium levels, from RM19 for 4pcs to RM99 for 25pcs, but what you get is top quality chocolate hand-crafted to perfection! Everything is done meticulously from making the pralines to the packing of the chocolates.

We are targeting a niche market. to know whether you're my target, all I need to do is to ask you one very simple question : Do you rather spend RM4 on a piece of chocolate or a plate of Nasi Lemak with Chicken Rendang?!! Well, if you choose Nasi Lemak with Chicken Rendang, then obviously I wouldn't be getting your business! We target those who are regular customers of gourmet chocolates, tourists and also those who splurge on the finer things in life. Fidani provides a platform to those who haven't try gourmet chocolates before by setting the price at 30% lower than rivals such as Neuhaus and Godiva. This allow new chocolate lovers to buy a taste of Fidani. After all, it's still chocolate from Belgium but only "assembled" locally like your Mercedes Benz.

Although Bolehland has had bad reputation for everything under the sun, be it politics, economy, dirty toilets and taxi touts, Malaysian chocolates are still way better than many Asian countries! For your info, most chocolates found in Taiwan, Japan, Phillipines, Singapore and Indonesia are all made here!!! It's only the packaging that deceives you. So support Malaysian made chocolates, especially Fidani.