A Paris boulanger who brands the white space.
A full brand world for a fourth-generation baker — one stamp, one yellow, and a hand-brushed voice carried from bread bag to storefront wall.
An artisan Parisian name expanding into international retail needed a system that stayed craft-led at scale, without turning into a franchise template.
The G.C roundel treated as a movable stamp — rotated, cropped, oversized — over untouched white stock, paired with a library of custom brush lines instead of a script font.
Packaging, retail graphics and campaign photography that all read as the same bakery, from a paper bag in the hand to a wall at the end of a mall.
The full visual world — logo lock-up, menus, packaging, uniforms, jars and social — held together by one stamp and one yellow.
Retail communication examples — oversized brush-script campaign walls facing the counter, tuned to be read at walking pace.
Voice expressed visually — deep green display type over documentary bakery photography, cut through with handwritten brand lines.
A library of hand-brushed brand lines drawn as artwork, so every campaign speaks in the same hand instead of a font.
The opening page sets the tone before a single rule is read: flour in the air, hands in the dough. The brand spirit book was built to be felt as a bakery first and a manual second.
Five values orbit the G.C stamp — creativity, audacity, exploration, sharing and savoir-faire. Every later decision in the book is traced back to one of them, so the visual world argues from values rather than taste.
Two signatures do all the work: the horizontal Gontran Cherrier logotype for authorship, and the circular G.C artisan boulanger stamp for craft. One of them is required on every piece the brand puts into the world.
Three colours, one balance. GC Yellow (Pantone 123 C) signals, black structures, and white is never decoration — it is the background that gives the bakery its air.
Photography splits in two. Ambient visuals cover live moments and savoir-faire with dense, warm hues; white-background visuals isolate a single product with a fresh, clean read. Same filter, two jobs.
A condensed Helvetica family carries titles in uppercase and body copy in light — the corporate spine. Viva Beautiful, a handstyle, is reserved for special titles and accompanying words so the warmth never becomes noise.
'No morning without a Croissant' — written by hand across a portrait of the baker himself. The voice is first-person, playful and French, and it always sits on a real moment rather than a stock scene.
A written vocabulary the brand can pull from: Taste is our Daily Travel, Smell and Smile, Sharing at Heart, Quality on Wheat. Each line is drawn as artwork, so the brand always speaks in the same hand.
From lively to reassuring: tees and aprons for the front of house, denser black and stamp-led pieces for the bakers. The team becomes the first, most credible piece of signage in the shop.
Corporate simplicity as an editorial layout — a strict typographic grid, generous white space, and one handwritten line at the top to keep it human.
Branding the white space: bags, wraps and boxes where the stamp is rotated, cropped or oversized so no two formats feel copy-pasted, yet the shelf reads as one bakery.
The retail range — spreads and preserves — uses the same graphic elements at a smaller, quieter scale. The label stays immediate on shelf and still belongs to the bakery it came from.
In-store and façade communication where the handwritten line becomes architecture — 'Taste is our Daily Travel' painted large enough to be read at walking pace from across the mall.
Two poster types. Type 1 puts atmosphere first — documentary photography with typography and mark layered on top. Type 2 flips it: a handwritten line on flat colour with the product cut out beside it.
The feed is treated as a grid, not a stream: alternating ambient and white-background frames, one handwritten line per post, so the profile page itself reads as a piece of brand design.
Stationery closes the system — letterhead, cards and folders built from the same three colours, the condensed type and one Viva Beautiful accent. Even an invoice arrives smelling of the brand.