Conducting various researches on consumer groups using different methods such as in-depth interviews, focus groups, etc. showed that despite the activities of many brands in the field of sweets and chocolate, several main concerns of customers are still not being answered well. First, most of the audience stated that they do not feel the main flavors such as chocolate, coffee, etc. when consuming these brands, and in fact, the originality in the taste is not as desired, and secondly, most of the brands on the market are similar to each other and are ultimately an incomplete copy of Turkish or sometimes European brands. Based on the research, it was decided to work on Nilitu from two directions. On the one hand, a fundamental change should be made in the product area and the purity of the main ingredients should be determined in such a way that the audience can easily feel the main flavor when using it, and on the other hand, the brand identity was determined in such a way that the brand is creative and produces its own products, and if it intends to benchmark foreign brands, this benchmarking should be in such a way that the product structure is maintained but is aligned with Nilitu’s identity. In addition, communication and production programs were developed in accordance with the brand identity.