/ CONTEXT
Brioche Dorée, an emblematic French viennoiserie brand, carries a legacy of savoir-faire. However, facing increasing market competition and evolving consumer habits, the brand needed a revitalization to attract a wider customer base and reaffirm its pastry expertise. Despite excellent brand recognition in France and internationally, it lacked the boldness and modernity to stand out against new trends.
/ CHALLENGE
CBA’s main challenge was to express this new viennoiserie positioning: putting craftsmanship, baking techniques, in-house baking, and the deliciousness of the products back at the heart of the point of sale. The goal was to transform Brioche Dorée into a contemporary and indulgent brand. How could the Brioche Dorée experience be modernized and made more attractive while preserving its authenticity and values of conviviality? The agency needed to create a strong and coherent brand identity capable of attracting a younger clientele and adapting to new consumption patterns, particularly the “on-the-go” trend.
/ CREATIVE EXPRESSION
Brioche Dorée reinvented itself around a Big Idea centered on the sensory and emotional experience of viennoiserie: “Vivons la Viennoiserie” (“Let’s Live the Viennoiserie Experience”). This tagline, both indulgent and convivial, invites customers to savor each moment and share authentic moments of pleasure.
A warm and indulgent identity: Inspired by the iconic and appealing shapes of viennoiserie, Brioche Dorée’s new visual identity is warm and authentic. The colors of puff pastry, from crispy golden to soft beige, evoke the different nuances of the products and create an appetizing universe. The storytelling emphasizes artisanal expertise, the quality of ingredients, and the visual appeal of the products in the display case (with a reinvented range, gourmet and French recipes!).
A convivial architectural concept: The point of sale is redesigned to offer an immersive and warm experience. The counter, a veritable theater of indulgence, showcases the products and invites tasting. The warm atmosphere, natural materials (wood, ceramic), and the visible oven reinforce the brand’s authenticity. “Alcove” spaces offer moments of relaxation and more intimate tasting.
A sincere tone of voice: Warm and welcoming, Brioche Dorée’s tone of voice invites indulgence and sharing. It expresses the passion for the craft and the pleasure of savoring quality products. An authentic and accessible tone creates a close relationship with customers.
An immersive customer experience: Fluid and intuitive, the customer experience is designed to adapt to different consumption patterns, from on-the-go breakfasts to quick lunches. The warm welcome, fast service, and personalized offers contribute to creating a strong bond with the brand.
/ RESULTS
“Vivons la Viennoiserie” embodies the promise of a gourmet and authentic experience, accessible to all and at any time of day. Combined with an ambitious development strategy, this new positioning will allow Brioche Dorée to consolidate its leadership in the bakery-viennoiserie market and establish a lasting place in the hearts of consumers in France and internationally.
Photographs © Virginie Ribaut
