Brioche Dorée
Inviting the world to truly live French pastry.
Vivons la viennoiserie.
An iconic legacy grappling with evolving tastes: how to re-ignite passion for French artisanal excellence.
Brioche Dorée, a cherished flagship in French viennoiserie, carried a proud legacy of artisanal know-how, deeply embedded in the nation’s culinary heart. Yet, despite widespread recognition in France and abroad, the brand found itself at a crossroads. A fiercely competitive market, coupled with rapidly evolving consumer habits –particularly the rise of the “on-the-go” lifestyle– demanded a fresh approach. The brand, while esteemed, lacked the modern edge and boldness required to truly stand out against emerging trends and attract a younger, more dynamic audience.
The challenge for CBA was clear: how could we breathe new life into Brioche Dorée’s positioning, authentically bringing craftsmanship, meticulous technique, the allure of live baking, and the sheer deliciousness of its products back to the forefront of the in-store experience? We needed to transform Brioche Dorée into a brand that felt both contemporary and irresistibly indulgent, while preserving its core values of authenticity and conviviality. The imperative was to craft a bold, coherent brand identity that resonated with new consumer behaviors without diluting its legendary roots.
Unlocking the universal desire for authentic, everyday indulgence.
We identified a profound opportunity to elevate viennoiserie from a simple treat to a cherished, sensory experience, a moment to be truly savoured and shared. Modern consumers, especially younger demographics, crave authenticity and quality, even in their “on-the-go” choices. Brioche Dorée, with its genuine artisanal foundation, was perfectly positioned to meet this demand. The opportunity lay in transforming the act of buying and eating viennoiserie into an immersive, emotional journey; to turn a quick bite into a joyful ritual. By focusing on the craft, the freshness, and the inherent pleasure, we could redefine Brioche Dorée as the ultimate destination for delicious, accessible indulgence, seamlessly blending French tradition with contemporary convenience.
Vivons la viennoiserie.
Inviting the world to truly live French pastry.
This idea goes beyond a simple transaction; it’s an invitation to immerse oneself in the aroma, texture, and authentic pleasure of expertly crafted viennoiserie. We transform mere consumption into an active “living” of the French pastry experience, elevating it from a quick bite to a cherished, sensory ritual. It challenges the conventional grab-and-go mentality, positioning Brioche Dorée as the cultural curator of accessible, delightful indulgence that truly savours the moment.
The art of living viennoiserie: crafting a sensorial ecosystem for authentic indulgence.
To embody the “Vivons la viennoiserie” philosophy, we developed a comprehensive creative solution that transformed every brand interaction into an authentic and indulgent experience.
- Evocative verbal identity: The central “Vivons la Viennoiserie” became the brand’s heartbeat, inspiring a warm, welcoming, and indulgent tone of voice across all communications. This language passionately conveyed the craftsmanship and the pure pleasure of savoring quality products, fostering a genuine connection with customers.
- Warm & authentic visual identity: Inspired by the iconic shapes and alluring colors of viennoiserie –from crispy golden crusts to soft, buttery beige interiors– the new visual identity exuded warmth and authenticity. Storytelling through design emphasized artisanal expertise, ingredient quality, and the irresistible visual appeal of the products, reflected in a reinvented, gourmet, and distinctly French product range.
- Convivial retail & branded environment: Physical spaces were reimagined to offer an immersive, warm, and theatrical experience. The counter became a true “theater of indulgence,” showcasing products and inviting immediate tasting. Natural materials like wood and ceramic, coupled with the visible presence of the oven, reinforced authenticity. “Alcove” spaces provided intimate moments for relaxation and savouring.
- Seamless & immersive customer experience: The entire customer journey was meticulously designed to be fluid and intuitive, adapting effortlessly to diverse consumption patterns, from swift “on-the-go” breakfasts to leisurely lunches. A warm welcome, efficient service, and personalized offers contributed to building a strong, lasting bond with the brand.
This multi-sensory approach created a cohesive brand universe where tradition met modernity, and every detail invited customers to truly live the viennoiserie experience.
Reclaiming leadership.
When an iconic brand re-engages a new generation of connoisseurs.
The strategic re-envisioning of Brioche Dorée, anchored by the “Vivons la viennoiserie” philosophy, has successfully revitalized the brand, cementing its authority and expanding its appeal.
- Strengthened market leadership: By re-centering on its artisanal core and elevating the viennoiserie experience, Brioche Dorée has reaffirmed its leadership position in the bakery and viennoiserie market.
- Expanded audience & relevance: The bold, contemporary identity and immersive experience have successfully attracted a younger demographic and adapted to new “on-the-go” habits, broadening the brand’s appeal without alienating its loyal base.
- Enhanced brand perception: Brioche Dorée is now perceived as a brand that is both authentic and modern, indulgent and accessible, resonating deeply with consumers seeking quality and experience.
- Platform for growth: The coherent brand identity and ambitious development strategy provide a robust platform for future expansion, ensuring Brioche Dorée’s lasting place in the hearts of consumers, both in France and internationally.
In an evolving market, Brioche Dorée has proven that by authentically embracing its heritage and inviting the world to truly live its offerings, an icon can not only remain relevant but thrive, setting a new benchmark for everyday French indulgence.
SERVICES
- Identity, Retail & Architecture, Branding
INDUSTRY
- Food & Beverage
BUSINESS NEED
- Relevance