Bread is nothing less than sacred in France. How could Baquépi, suppliers of dough to bakeries across France, unite consumers and bakers around common brand values?
Baguépi appointed Interbrand to create a visual identity and retail concept to meet this brief. We balanced modernity and authenticity to reflect the craftsmanship behind breadmaking. We devised a warm and friendly graphic style, with the sub brands created for each flour influenced by the Art Nouveau period.
In October 2007 an Ifop consumer study confirmed that the new visual identity and its applications across all touchpoints resulted in a heightened awareness of the brand.
Today, Baguépi is perceived as a more respectable brand and consumers acknowledge its evolution.