Petit Patis

Context

Petit Patis was conceived as a new artisan pastry concept, inspired by French culture and built around a premium experience. The project began before the space opened to the public, offering the opportunity to develop the brand right from the concept stage.

The goal was to build a coherent identity capable of turning a new business into a memorable brand from day one.

The challenge

How do you build a brand before the first customer ever walks through the door?

Beyond the visual identity, the challenge was to define a complete experience in which the space, the objects, the communication and the relationship with the audience all spoke the same language.

The approach

The project set out to develop the brand as a unified system, in which every element contributes to building the same perception. The work streams included:

• brand strategy;
• positioning and differentiation;
• defining the brand personality;
• developing the visual identity and brand manual;
• defining the colour direction and visual language;
• developing the in-venue experience;
• design for packaging materials and packaging;
• developing custom objects (ceramics and serving pieces);
• communication and launch strategy;
• organising the official launch event;
• coordinating press relations and communication in the local media;
• recommendations for developing digital communication.

Deliverables

• brand strategy;
• positioning strategy;
• visual identity manual;
• creative direction;
• packaging;
• communication materials;
• in-venue experience;
• launch strategy;
• press event;
• communication plan.

Project value

Petit Patis was built as a brand even before its official opening. The strategy focused on developing a coherent experience across every customer touchpoint, from the visual identity and the design of the objects to public communication and the market launch.

The project demonstrates how brand strategy can coordinate both the development of a business and the experience it delivers, turning a new venue into a recognisable brand from day one.