PARIS BAGUETTE

The romance of the Eiffel Tower, stylish café culture and the iconic baguette. The love of all things Parisian and bakery have been growing for generations in South Korea. Our challenge was to blend this trio of references and re-imagine the existing bakery café brand of Paris Baguette beyond its name alone.

Working directly with the billionaire owner (SPC Group) and purveyor of family bakery products for two generations, the Paris Baguette project was a ‘from scratch’ re-brand which provided a platform for expansion beyond Asia.

The concept was blend of a voyeuristic vision of Paris's eclectic style mixed with a Provençal rustic boulangerie. The re-brand encompassed a complete brand identity package, a dramatic architecture and interior design, open kitchen bakery and use of eclectic café furniture, trompe l’oeil details and chandeliers. The brand’s language continued with staff dressed in French berets, stripey Bretagne t-shirts and Converse trainers. 

The re-imagining of the Paris Baguette brand included its values, marketing, proposition, identity, environmental design, communication, photography, packaging, VMD and a movie shoot with Ridley Scott Associates.

Further development included low cost models for franchise stores, a luxury ‘PB signature’ version in Singapore and an Origins story boulangerie in Paris. Paris Baguette is an bakery institution with over 4000 outlets stretching from Asia into Europe and the USA.

Paris Baguette was the winner of a Red Dot award.

BRAND IDENTITY + INTERIOR DESIGN + PLANNING + DESIGN LANGUAGE + FORMATS + SIGNAGE + PACKAGING + UNIFORM + PHOTOSHOOTS + MARKETING + EVENTS + BRAND MANUAL + MOVIE