Client: Paris Baguette
Development of a new concept for Paris Baguette including new brand identity.
Brief: Distilling the very essence of the best Parisienne patisserie, and transporting it East to the hippest district in Seoul, South Korea, a country with no great 'bread culture' created a distinct challenge for JHP. The client is Paris Baguette, a 1600 strong chain of bakeries in South Korea that tasked JHP with “creating everything”. Every possible aspect of a new concept’s creation fell in JHP’s remit. Create the brand identity, store architecture, interior environment, communication strategy, packaging, photographic suite, uniforms, in-store movies and music playlists.
Response: The goal was to create a “little taste of Paris” in one of the world’s most modern and advanced cities, and to reposition Paris Baguette and its brand identity. After trips to France’s best patisseries, JHP set about conceiving a VM strategy that celebrated the restaurant’s thematic platform of the ‘Provencal Eclectic Kitchen’. It very much showcases the theatre of food with an open kitchen and careful presentation of product. The store planning had to facilitate two different types shopping missions – ‘take away convenience’ and ‘premium eat in’. The products on offer range from baguettes, croissants, pastries, sandwiches, coffee, wine, chocolate to a boulangerie and gift area. Product is placed on wall fixtures and on island units which created ease of journey around the store. Palatial chandeliers dominate the store environment with carefully focused spotlights bathing the products in warm light. Warm and natural tones dominate the interior with limed oak display tables, glass cake showcases and screens striped with transparent blue, a stainless steel bulkhead and subtle blue lights. The fascia displays a blue awning, with the prominent Paris Baguette blue and white logo. In-store graphics also created by JHP were either placed on transparent grey panels or printed and displayed above the product categories. Throughout the restaurant there are subtle references to the Louis XIV royal legacy, its font and ponderings on patisserie.
Testimonial: It is a completely unique restaurant which has it basis in authentic French produce, and Parisienne eclecticism. Yet, the store environment manages to possess a tone of voice that is light hearted and witty, without distilling the true essence of its success – its produce. Since opening, the new Paris Baguette format has realised a 30% revenue increase. JHP's new concept is currently being rolled out across the operators retail estate.