New York / NY. (pbus) Paris Baguette, the global bakery-café franchise – and of course neighbourhood bakery café in the U.S. where communities come together over their expertly crafted baked and brewed goods – announced a comprehensive brand redesign (in the U.S.). The refined and reimagined approach includes an elevated guest experience through every consumer touchpoint: modern and welcoming café layouts, distinguished brand packaging and an enhanced digital and mobile presence.
«We believe that every neighbourhood deserves to have its very own bakery café and we’re on a mission to make that happen,» said Pete Bell, Chief Marketing Officer, Paris Baguette USA Inc. «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 café 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 neighbourhood bakery café 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; there are currently more than 90 locations across the U.S. primarily located on the east and west coasts.
Neighbourhood Bakery Café Combines Elegance, Comfort and Authenticity
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 who transform spaces into extraordinary brand experiences, to develop the differentiating vision that would re-establish the neighbourhood bakery café 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. Paris Baguette was in the position to fill that void, and bring back that intimate dynamic.
«The warm, long-standing relationship between a bakery and its neighbours has somehow been lost along the way,» said 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 neighbours, family and friends, all in a setting that is inviting, authentic and exciting.»
Each Paris Baguette store location will be home to a variety of experiences designed to showcase the master bakers and cakers deep passion in their craft while inspiring a welcoming invitation to all. This can be seen from the moment a location comes into view with an elegant entrance that entices and a window into the cakers at work. 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. The aesthetic comes to life as French architectural features that add eclectic flair with contrasting modern elements surrounded by a palette of blues dancing amongst soft white textures and grounded by dark accents.
«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 neighbourhoods that we live in, work in, dine in,» said 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 café, 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 neighbours, new and old friends and families, and communities in markets across the U.S.
About Paris Baguette
With a projected 1,000 bakery cafés in the United States by 2030, Paris Baguette is on a mission to re-establish the neighbourhood bakery café as the heart of the community. Paris Baguette is a global brand that operated approximately 80 corporate and franchise bakery-cafes throughout the U.S. in June 2020, and over 3,500 internationally. The bakery-cafe concept is an international, premium bakery-cafe founded in South Korea by SPC Group with French influences focused on handmade quality products, meticulous craftsmanship, and reliability. Paris Baguette’s mission is to create handcrafted breads, pastries and cakes that create a memorable experience for everyone. The growing bakery chain serves a variety of treats ranging from appetizing snacks to stunning and delicious cakes for all occasions, as well as chef-inspired sandwiches and salads (Photo: Paris Baguette).