Bakery products
Puratos had high ambitions for PatisFrance – the premiere French distributor and specialist ingredients for the pastry trade – following its acquisition. As an international manufacturer of ingredients for professionals in the bakery, patisserie and chocolate trade itself, Puratos wanted to turn PatisFrance into a flagship brand representing the group’s excellence in patisserie.
It soon became clear that drawing on its French heritage would be the key for a successful re-positioning of the PatisFrance brand. For it to become seen as an international premium brand dedicated to the finest patisserie ingredients, it needed to establish a strong identity that would capture the creative universe of master pastry chefs. This shift would mean moving towards top-of-the range customers – pâtissier “creators” worldwide – and introduce a new line of premium products complementing the patisserie goods already produced by Puratos.
A series of workshops were held with the client to define the brand fundamentals which were used as the foundation to development the new visual identity and packaging. The “Source of Seduction” concept associated the profile of an elegant French woman that symbolised the French heritage, with the premium quality and creative potential of the products. A range of communication tools were produced including a brand manual to be used as guidelines in the group’s 100 subsidiaries worldwide. An internal event signalled the launch followed by an ad campaign in the trade press.
Internally, the new visual identity and logo were unanimously validated. There was also an excellent perception of the communication campaign in all the subsidiary companies.
Externally the campaign was awarded a Golden Top Com in 2006 in the “Communication Strategy” category. In addition to positive reactions from the press, field research also confirmed that the new logo is perceived as ‘young, modern and dynamic’. The campaign has also been recognised as a benchmark in the business by Puratos customers.