The initial brief was a refresh of the the brand, evoking a sense of a European boulangerie concept. This soon developed into a complete redesign to include brand identity, packaging, storytelling and interior space.

Bakeries and cafés are important meeting points for customers in this region and the competition in Jeddah is high. So it was important that the environment felt inviting — drawing upon heritage of service-driven European cafés and bakeries.

The overall concept is built upon the essence of a traditional European boulangerie, but with a modern interpretation. The refresh of the brand focuses on 4 pillars that we established at the start of the creative process – Inviting, Authentic, Modern, Theatrical.

A warm and casual feel was adopted, with a contemporary design language – keeping the bread at the heart of the brand.

A contemporary black and white signature flooring was developed to reference the traditional chequered floor patterns in French bakeries. Warm timbers, decorative metalwork and abundance in fresh product displays created the key elements within the design scheme. A handcrafted and playful attitude through graphic elements and tone of voice has been added to highlight process and provenance of ingredients. This also echoes the hand craft of bread making.

Quality of ingredients, craft and passion reflect the brand messaging as well as the details within the interior scheme.