Baisers Sucrés: Crafting a Premium Pastry Brand Identity
A Case Study in Luxury B2B Brand Design
Overview
Baisers Sucrés, a premium B2B pastry supplier in Paris, underwent a comprehensive brand identity transformation to position itself as a luxury dessert provider for high-end restaurants, hotels, and entertainment venues. The project encompassed everything from visual identity to marketing materials, with a focus on communicating artisanal expertise and premium quality to professional clients.
Client Challenge
The company needed to:
- Establish a distinguished presence in the competitive B2B pastry market
- Communicate their premium positioning to professional clients
- Create a cohesive brand identity that would resonate with high-end establishments
- Develop a visual language that could effectively showcase their artisanal expertise
- Design marketing materials that would appeal to three distinct customer segments:
A) Luxury restaurants
B) Four-star hotels
C) Premium entertainment venues (like Disney)
Strategy & Approach
Brand Positioning
The brand was positioned with the tagline "Desserts premium réservés aux professionnels" (Premium desserts reserved for professionals), emphasizing exclusivity and professional-grade quality. This positioning was carefully crafted to appeal to high-end establishments seeking premium pastry solutions.
Visual Identity System
Color Palette
The project worked with an established color palette provided by the art director, consisting of:
Primary Colors:
Deep prune (#7C0545) - CMYK: 20 100 16 50
Lighter prune (#97164e) - CMYK: 9 100 24 38
Warm pink (#a7487a) - CMYK: 36 80 22 6
Soft coral (#eb845a) - CMYK: 0 72 57 0
Light pink (#f9eded) - CMYK: 0 20 5 0
Paper white (#FFFFFF)
The palette was thoughtfully applied throughout all brand materials, with white being the dominant color to create an airy, sophisticated feel. The deep prune color was used as a strong accent, particularly effective when paired with white for maximum contrast. Gold finishing was incorporated strategically to enhance the luxury positioning of the brand.
Application Guidelines:
The deep prune (#7C0545) was paired primarily with white (#FFFFFF) and lighter prune (#97164E) for optimal contrast
- Different prune tones were juxtaposed to create subtle, sophisticated variations
- White space was emphasized as a key design element
- Gold accents were added to provide premium finishing touches
Typography
A dual-typeface system was implemented:
Montserrat Thin for headlines: Modern, clean, and sophisticated
Bodoni for subheadings: Classic, elegant, with refined serifs This combination created a perfect balance between contemporary luxury and traditional craftsmanship.
Deliverables & Implementation
Brand Book
A comprehensive brand guide was created, including:
- Brand story and values
- Visual identity guidelines
- Typography rules
- Color specifications
- Photography style
- Icon and pictogram system
Product Catalog
A premium catalog was designed featuring:
- Elegant product photography
- Clear product categorization
- Custom icons for ingredients and allergens
- Sophisticated layout with ample white space
- Professional specifications for each product
Business Materials
Professional business collateral included:
- Business cards with gold accents and premium finishing
- Email signatures maintaining brand consistency
- LinkedIn banners featuring product photography
- Custom ingredient certification icons
Innovation Highlights
Custom Certification System
A unique system of "certification-style" icons was developed to highlight premium ingredients:
- Valrhona chocolate certification
- 100% pure pistachio paste
- Pure fruit purée
- Bourbon vanilla
- Fleur de sel
- Organic yuzu juice
- Pure honey
Each icon was carefully designed to appear as a professional certification while maintaining brand consistency and immediate recognition at small sizes.
Results & Impact
The new brand identity successfully:
- Established Baisers Sucrés as a premium B2B pastry supplier
- Created a cohesive visual language across all touchpoints
- Provided clear differentiation in the marketplace
- Delivered a professional, luxury experience aligned with their target market
- Supported their positioning as an innovative and quality-focused supplier
Key Learnings
Attention to Detail: In luxury B2B branding, even the smallest details matter. From typography spacing to icon design, every element must contribute to the premium positioning.
Consistency with Flexibility: The brand system needed to work across various applications while maintaining its premium feel, from small certification icons to large-format catalogs.
Professional Focus: Every design decision was made with the professional end-user in mind, ensuring that the brand spoke directly to their needs and expectations.
Balance of Innovation and Tradition: The brand successfully combined traditional pastry craft with modern design elements, creating a contemporary yet trustworthy identity.
Conclusion
The Baisers Sucrés brand identity project demonstrates how thoughtful design can elevate a B2B brand in the luxury food sector. By focusing on premium quality signals, professional credibility, and consistent implementation across all touchpoints, the brand successfully positioned itself as a leading supplier of premium pastries to professional clients.
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