The problem
A heritage Japanese-French patisserie, founded in 1993. Some five years earlier it had rebranded — and never marketed it. The brand moved forward; the communication didn’t. People didn’t realise the new name and look were the same patisserie they’d loved for decades.
What the brief missed
- BriefA Halal conversion campaign
- IdentityNew, but never explained
- PublicStill loyal to the old version
- RiskSpending to promote a brand people didn’t recognise
We were hired for one campaign. Going deeper, we found the bigger problem sitting underneath it.
The fix
Heritage repositioned as a living legacy, not nostalgia. The visual identity refreshed to bridge thirty years of equity with contemporary relevance. Content rebuilt for new audiences — and the Halal conversion campaign run on top of a brand people could finally connect.
Baseline
+75%
Q4, year beforeQ4, campaign period
New audiences acquired, existing loyalty kept, brand image stronger. Full documentation available on request.