La Boulangerie 2024

La Boulangerie, a 20-year-old bakery and café located in Brasília, is renowned for introducing the French style of baking to the city, using natural fermentation (levain) and high-quality ingredients. With five locations and a diverse range of products, including artisanal breads, viennoiseries, tartines, cakes, and desserts, the brand sought a visual and strategic repositioning to reflect its maturity and innovation in the gastronomic market.

The project involved creating a new Visual Identity and Brand Repositioning that captured the essence of the Chef Boulanger, the central figure of the company, known for his extroverted personality, creativity, and dedication to excellence. To achieve this, we developed an exclusive logo with reverse-contrast lettering, challenging conventions and reflecting the brand’s innovative spirit. Additionally, it was essential to align the visual identity with the new unit (designed by Bloco Arquitetos), ensuring the brand was ready for the planned expansion in the coming years.

To reflect the Chef’s personality and La Boulangerie’s premium quality, we created a vibrant visual identity. Beyond the logo, we handled the photography and applied the new identity across all locations, including packaging, menus, signage, and internal communication materials. The visual language incorporates textures and colors inspired by the products and environment, creating a synesthetic experience. With this repositioning, La Boulangerie is now ready to expand, attract new customers, and participate in events, strengthening its market presence.