Designing a Contemporary Identity While Honoring 150 Years of Craft
Since 1875, bakers have been working behind the ovens at 34 rue Yves Toudic. Twenty years ago, Christophe Vasseur gave this historic shop a fresh start, transforming it into what we now know as Du Pain et des Idées. With its legendary pistachio-chocolate escargot and the iconic Pain des Amis, the bakery has become a Parisian institution, admired around the world.
As the shop celebrates its 150th anniversary, a new chapter begins. La Table, a restaurant built around the bread oven, and L’Atelier, a pastry workshop visible from the street, bring the bakery into a new era. It was in this context that we set out to redesign its visual identity.
The challenge was clear: how do you honor a stunning 19th-century space without creating something dusty, decorative, or artificial? Christophe Vasseur’s standard is that of a true craftsman, with an attention to life, ingredients, and skill. The visual identity had to reflect that care, unify multiple spaces, and feel warm, clear, and alive.
The name Du Pain et des Idées, which translates to “Bread and Ideas,” became the guiding thread. “Bread” tells the story of craft, heritage, and precision. “Ideas” opens the door to innovation, curiosity, and creativity. The identity lives at the intersection of these two forces, drawing on history while looking confidently toward the future of fine bakery.
The art direction leans into contrast. The main logo is simple, timeless, and designed to endure, with clarity and presence that feels elegant without being showy. A heritage monogram references the 19th-century details of the shop. The letters D, P, D, and I intertwine among acanthus leaves and scrolls, subtly echoing the shape of the bakery’s signature escargot. The color palette seals the balance. The historic light blue of the façade meets a deeper glacier blue-gray and a strong black. Together they form a refined, elegant trio that bridges past and present and carries Du Pain et des Idées into this new chapter.
CREDIT
- Agency/Creative: Atelier César
- Article Title: Du Pain et des Idées Brand Identity by Atelier César Bridges Parisian Heritage and Modern Design
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Saint-Mandé
- Market Region: Europe
- Project Deliverables: Brand Guidelines, Brand Identity, Brand Strategy, Graphic Design, Identity System, Logo Design, Packaging Design, Web Design
- Industry: Food/Beverage
- Keywords: Du Pain et des Idées, Atelier César, brand identity, visual identity, logo design, brand redesign, typography, color palette, brand system, heritage branding, brand strategy, creative direction, artisanal brand, luxury branding, packaging design, brand experience, brand consistency, design studio, Parisian brand, craft identity, heritage and innovation, boutique branding, brand storytelling, premium brand, identity evolution, iconic branding, bakery, artisan bread, pastry, viennoiserie, baking, bakery heritage, culinary craft, traditional baking, Parisian bakery, bread, pastry shop
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Credits:
Creative Director / co-founder of Atelier Cu00e9sar: Lila Duquet
Creative Director / co-founder of Atelier Cu00e9sar: Vincent Brédillet
