Bakery-cafe chain Paris Baguette announced a comprehensive brand redesign that includes an elevated guest experience through every consumer touchpoint: modern and welcoming cafe layouts, brand packaging and an enhanced digital and mobile presence.
Each Paris Baguette store location will be home to a variety of experiences designed to be inviting to all and to showcase the skills of the chain’s master bakers. Walking through the main doors immediately ignites the senses with the smell of fresh-baked goodness, sights of delectable charm through display cases, and an enveloping warmth of welcome and community spirit through dining spaces and murals customized with images of local landmarks.
"We believe that every neighborhood deserves to have its very own bakery-cafe and we're on a mission to make that happen," says Pete Bell, chief marketing officer, Paris Baguette. "With the brand evolution, we wanted to push beyond the wonderful service and delicious food offerings guests have come to expect and set the stage for exactly what the ideal cafe experience should look, feel and smell like. Our new design reinforces our goal to create a heartfelt, authentic and detail-oriented atmosphere that sparks moments of joy, community connection and changes our definition of hospitality."
The chain embarked on the game-changing rebrand during a time of rapid growth and expansion for the company. Paris Baguette is projected to open 1,000 new locations in the U.S. by 2030, per a release; there are currently more than 90 locations across the U.S. primarily located on the east and west coasts.
Paris Baguette turned to Push, an Orlando-based creative agency with expertise in multi-unit branding and marketing, and Zebra, a global commercial interior design and architecture firm, to develop the differentiating vision that would reestablish the neighborhood bakery cafe as the heart of the global community and act as a guide across the entire organization.
The path to the all-encompassing brand strategy started with the heart of the consumer. Through extensive national consumer research, it was discovered that the association between the local bakery and its community had grown distant. The Paris Baguette team felt the chain was in a position to fill that void and bring back that intimate dynamic.
"The warm, long-standing relationship between a bakery and its neighbors has somehow been lost along the way," says John Ludwig, CEO, Push. "Paris Baguette captures those feelings of welcome and warmth daily; the rebrand is designed to remind people of what they have been missing. It's a place where they're not only going to see, smell and taste what the brand has to offer, but truly reconnect with their neighbors, family and friends, all in a setting that is inviting, authentic and exciting."
"As we thought about the design, we wanted to stay true to what the brand stands for: expertly crafted goods made for life's moments big and small and a pride for the people and neighborhoods that we live in, work in, dine in," says Ashley Popich, director of interior design, Zebra. "Consumers want more out of every interaction, every touchpoint with a brand. They want to be immersed and have a personalized experience. We translated that into a distinguished environment that could be brought to life through the walls of your local bakery cafe, your Paris Baguette."
Every part of the guest journey has been given an acute level of detail from the store layout that showcases the expertise to the release of a signature blue Paris Baguette coffee cup and the improved digital experience through the website and app to resonate with neighbors, new and old friends and families, and communities in markets across the U.S.