Case Study

Cher Patissier / See you tomorrow!

Visual identity Brand imagery Graphic style

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Context
Shops selling patisserie products are found at every corner of the street and in every metro station, and
customers queue at every one of them. Despite an apparently crowded market, Gemisa Investment – a Roma-
nian start-up investment fund, approached us with the opportunity of creating exactly such a take-away
patisserie retail brand that would later develop into a franchise concept.

Challenge
At first sight, the market looked crowded, however, following an extensive market audit process and a market
research study, several opportunities were revealed:
- there was a huge gap in the market in terms of medium-priced, high quality products;
- Romanians share a special relationship with patisserie products, a relationship that reminds them of home-
made goodies;
- yet, Romanians recognize that we don’t have a tradition in patisserie and instead, on an aspirational level, they
look towards France;
- their lifestyles are changing and as a result they no longer have time for a proper meal but instead they
choose to have something on the go. But precisely because of this, they want their take-away food to be
extremely tasty and fulfilling.

Solution
Under these premises, Cher Patissier was born, a brand with the belief that a good product makes you buy, but
a good service and an excellent customer experience, makes you return.

In terms of brand identity – the name holds the strong French associations of patisserie, but the visual identity

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brings it into modern times, letting go of the craftsmanship and tradition that would’ve positioned this brand in
the premium league. To make it still more approachable, the visual territory of the brand was enriched with a
playful chef patissier – that interacts with consumers within the store environment.

The brand’s tagline was chosen to be “see you tomorrow!” because we felt that a retail brand should speak
about its customers’ experience with the brand, not about the product offering. Moreover, it’s an invitation to
return the next day – helping sustain Cher Patissier’s brand positioning – an everyday take-away patisserie.

On the brand environment level, we collaborated with Dalziel-Pow, an English design agency, specialized in retail
interior design – to bring Cher Patisser to life in a way that is as much French as it is adapted to Romanians’
tastes and their current lifestyles.

Results
The first two stores were open in Bucharest in autumn 2008, and two more are scheduled for opening early in
2009.

Contribution
Brand strategy - Monica Dumitriu
Concept şi Dezvoltare grafică - Diana Papuc, Janos Kurko
Management de proiect - Mădălina Pop
Retuşare imagine şi pregătire de tipar - Mihai Părpălea

Project implementation started in December 2008.

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