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Laurent Bakery: Brand strategy, brand design

Client

Laurent Bakery is an iconic Australian brand that brought the craft and values of French artisan baking to Melbourne over 25 years ago. Strong values of quality, innovation and authenticity are central to its success. Today the bakery runs 16 stores and has secured a 10-year partnership with Coles supermarkets, reaffirming its position as an Australian favourite. Laurent contacted Boldfish to discuss improvements to a number of their branded packaging designs and strengthening their overall brand story.

Discovery

  • The initial brief was to design packaging for a number of Christmas products requiring a more localised Australian theme design.
  • We met with key stakeholders who showed us samples of previous packaging flagging concerns about branding inconsistencies including logo size, positioning and colour
  • We learned no brand guidelines were available

Strategy

  • We started by setting some rules and standards for the Laurent brand identity including size, location and positioning by creating a brand guidelines document
  • Adhering to these rules we began the Christmas packaging range designs using native flora blossom artworks incorporating a gold foil into the illustration work and identity branding to create a more premium look and feel for the range.
  • After positive feedback on the packaging the range was expanded and we continued to work with Laurent on numerous other touch-points of their brand story and new products required with the Coles partnership.

Delivery

  • Marketing campaign strategy
  • Brand management
  • Packaging
  • Product design
  • Digital & print advertisements
  • Digital & print catalogues
  • Print & digital sell sheets
  • Corporate signage
  • Posters
  • EDMs
  • Email signatures

Testimonial

“Rohan and the team at Boldfish have been a delight to work with over the last 7 years. Boldfish are talented, reliable and have a clear understanding of every creative brief given to them. The quality of designs are always of highest standards and they create designs that fit perfectly with our current branding. We have had the pleasure to work on a number of projects with Boldfish, including box packaging, illustrations for paper bag packaging and signage. We would highly recommend their services.”


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