dan alexander shapes christophe vasseur's boulangerie brand

dan alexander & co. shapes christophe vasseur’s boulangerie brand identity
image © benoit linero

many consider christophe vasseur to be the best bread baker in paris — not to mention the best baker in france and even the entire world. as he follows in the footsteps of history’s greatest french bakers, he is widely applauded as their worthy successor. in 2002, vasseur opened a small neighborhood bakery in the 10th arrondissement of paris under the name du pain et des idées (bread and ideas). here, he still bakes unique breads and pastries by hand, using only traditional methods. every delicious creation is made from his famous puff pastry, in a process lasting nearly 36 hours.

after his modest paris bakery was ranked among the world’s top ten bakeries, and following years in which vasseur was reluctant to expand its activities, he recently opened a new boulangerie in tokyo. a second branch has just opened in aoyama.

following the success of his paris bakery, vasseur decided to open a boulangerie in tokyo

dan alexander & co. was invited to shape the concept for this new brand and to formulate a strategy for the entire initiative. alexander suggested the brand name ‘rituel’, developed a concept and strategy, and created a logo, visual language, packaging and unique brand identity. the name ‘rituel’ evokes the little everyday rituals that permeate french culture, drawing parallels with the time-honored daily customs of japan. for the first time, it presents the japanese public with a unique perspective of the master baker in a very contemporary package. the accompanying illustrations were made by japanese artist mitsushige nishiwaki, and the interior spaces were designed by french architectural group atelier giguet.

a second one was later on open in aoyama
image © benoit linero

‘rituel’ evokes the little everyday rituals that permeate french culture
image © benoit linero

visual language with illustrations by mitsushige nishiwaki

take away bag

the brand presents the public with a unique perspective of the master baker in a very contemporary package

the interior spaces were designed by french architectural group atelier giguet

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edited by: juliana neira | designboom