Redefining café culture: establishing brand direction for the next 100 years

Patisserie Valerie

Sector
Hospitality – Food & Drink

Services
Brand Strategy, Brand Book Design, Collateral development

Challenge

With significant re-investment planned for their flagship cafes across the UK, the team sought a robust brand strategy to align with this ambitious undertaking. Our primary objective was a strategic consolidation of the brand, its diverse assets, and existing collateral.

Context

Our collaboration with Patisserie Valerie’s internal marketing, e-commerce and brand team began in the crucial period leading up to their centenary. The intensive realignment process was designed to meticulously define the brand’s core heritage, establish a clear future direction, and refine its distinctive visual identity – setting the stage for the next 100 years.

Solution

We unearthed the brand’s foundational essence and developed a compelling core concept: ‘bringing continental cafe culture to the UK high street’. This concept served as a powerful link, directly connecting Patisserie Valerie’s contemporary mission to the vision of its founders a century ago in the vibrant streets of Soho.

Our work culminated in the creation of a comprehensive brand book and associated brand guidelines. These essential documents not only articulated Patisserie Valerie’s refined mission and vision for the next century, but also provided a practical toolkit for everyday use.

Result

The brand toolkit empowered the wider Patisserie Valerie team to seamlessly implement the ‘continental cafe culture’ concept as the significant investment rolled out across their high street cafes nationwide. It ensured a vital consistency and authenticity in every customer experience.

Thank you

Huge thanks to the internal, e-commerce and brand team at Patisserie Valerie for helping us get under the icing of the brand. It’s been a wonderful journey.