Gontran Cherrier

The full visual world, logo lock-up, menus, packaging, uniforms, jars and social, held together by one stamp and one yellow.

Scope

Identity system, brand guidelines

Applications

Menus, uniform, retail, social

Mark

G.C artisan boulanger stamp, Paris

Year

2026

Retail communication examples, oversized brush-script campaign walls facing the counter, tuned to be read at walking pace.

Scope

Retail graphics, campaign walls

Application

Storefront, counter, façade signage

Detail

'Taste is our Daily Travel' key line

Year

2026

Voice expressed visually, deep green display type over documentary bakery photography, cut through with handwritten brand lines.

Scope

Tone of voice, campaign art direction

Palette

Forest green, cream, warm bakery light

Line

'No morning without a Croissant'

Year

2026

A library of hand-brushed brand lines drawn as artwork, so every campaign speaks in the same hand instead of a font.

Scope

Custom lettering, copy system

Lines

Smell and Smile, Sharing at Heart, Morning Smile

Use

Packaging, posters, social, in-store

Year

2026

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.

Chapter

Introduction

Format

Landscape brand spirit book, 29 pages

Role

Briefing platform for all brand actions

Year

2026

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.

Chapter

Introduction

Values

Creativity · Audacity · Exploration · Sharing · Savoir-faire

Use

Filter for campaign and product briefs

Year

2026

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.

Chapter

The tool kit

Marks

Wordmark lock-up + G.C roundel stamp

Rule

Signature required on all communication tools

Year

2026

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.

Chapter

The tool kit

Primary

GC Yellow, Pantone 123 C

Support

Black, white background

Rule

Balance the three; white always dominates

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.

Chapter

The tool kit

Style 1

Ambient, corporate positioning, events, craft

Style 2

White background, product focus

Filter

Dense warm hues, slightly desaturated blacks

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.

Chapter

The tool kit

Primary

Helvetica Condensed, light & bold

Accent

Viva Beautiful handstyle

Rule

Handstyle only for special titles and accents

'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.

Chapter

Tone of voice

Key line

No morning without a Croissant

Register

Personal, playful, craft-proud

Year

2026

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.

Chapter

Tone of voice

Lines

Explorer of Taste · Sharing at Heart · Morning Smile

Format

Hand-brushed lettering artwork

Use

Packaging, posters, social, in-store

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.

Chapter

The examples

Range

T-shirts, aprons, caps, baker whites

Logic

Lively for counter, reassuring for craft roles

Palette

White · Yellow · Black

Corporate simplicity as an editorial layout, a strict typographic grid, generous white space, and one handwritten line at the top to keep it human.

Chapter

The examples

Approach

From corporate simplicity to living body copy

Type

Helvetica Condensed with handstyle titles

Year

2026

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.

Chapter

The examples

Range

Bread bags, sandwich wraps, pastry boxes, cups

Principle

Mixed symbol placement over untouched white

Palette

White · Pantone 123 C · Black

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.

Chapter

The examples

Range

Jars, spreads, preserves

Rule

Same elements, immediate recognition at small scale

Year

2026

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.

Chapter

The examples

Application

Storefront, campaign wall, façade

Key line

Taste is our Daily Travel

Year

2026

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.

Chapter

The examples

Type 1

Photography-led, mark and typo overlay

Type 2

Handstyle line on background colour + product

Use

Windows, in-store, seasonal campaigns

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.

Chapter

The examples

Channel

Instagram grid and stories

Rhythm

Alternating ambient / product frames

Year

2026

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.

Chapter

The corporate style

Range

Letterhead, business cards, envelopes, folders

Build

Contents + logotype + typography

Year

2026