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Food & Beverage
Well-established in China since 1986, Croissant de France was facing stronger competition since 2010 with newcomers coming from Korea, Singapore, and US chains. They approached us to rejuvenate their brand and enhance client’s retail experience.
CROISSANTS de FRANCE
UI / UX / Website
Corporate identity strategy
"We conducted extensive research and multiple interviews to map how the brand was perceived internally. This was key to articulate meaningful proposals to build the brand for the next 15 years."
William Volcoff | WY&P DESIGN
After months analyzing the local China market and compiling international trends into reports, we proposed various options to the managing board of Croissant de France. Far too innovative at first, we had to get down a notch to match their conservative vision. Few back-and-forth later and we were good with a very strong new brand deeply rooted and connected with their past brand DNA.
The second part of the project was essentially about implementation. We went into great details to define the new brand book and develop all marketing collaterals; daily packaging, seasonal packaging, napkins, menu layouts, as well as all the traditional corporate collaterals but also all their digital world with their website and photo tonality.
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