How do you spell ‘trouble’ in French?

French Loaf had been a top hangout spot in Chennai for a number of years. The patisserie offered customers a range of exotic foods, pastries and beverages in a casual setting with a whiff of sophistication. Unfortunately, in the years leading up to 2019, the brand saw a decline in footfalls. The market was filled with younger fresher brands with newer, better offerings, so why come to a patisserie with a menu that wasn’t going anywhere in a hurry?   

A complete makeover was on the cards and that’s where we came in.

Putting the ‘French’ back into French Loaf

We were tasked with Frenching up the brand from the inside out and from the ground up. While ensuring that the new French Loaf was different from anything else in the city, the challenge lay in finding the right balance between an all-new look and retaining the spirit of the brand that customers had fallen in love with initially. 

In other words, we had to put the ‘French’ back into the brand. 

New menu, new look, new everything

While the people behind the menu worked on the menu, we worked on giving the stores a look that could make customers do a double take. We were inspired by the blue of patisseries in Europe and took that shade across all communication touch points – from the ads to the posters, and of course, the menu. 

What ultimately came out of the process was a newer, cheekier, Frenchier French Loaf that gave customers a menu – and a patisserie experience – like nowhere else in the city.