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Translating a soulful store experience to an ownable brand voice

Now a fixture in cities worldwide, Le Pain Quotidien is recognized as an urban oasis serving healthy fare. However, along with their team, we realized that, although the brand’s products are exceptional, the consumer experience was largely limited to the store. Our task was to evolve the brand language and apply it to the overall online experience in order to build engagement beyond the physical stores.

Le Pain Quotidien has always been known as an “experiential brand” closely aligned to its product and physical stores. We wanted to take part in expanding this soulful brand from a product to a lifestyle-driven experience. One of the key elements we worked on was writing, developing a voice to put forward the philosophy of the brand.

Min Lew, Partner

Imagery of course plays a leading role in conveying a certain lifestyle. We art directed several photo shoots, one of which was shot in a country house in Provence.

Thierry Brunfaut, Creative Director & Partner

All pictures by our friend Lydie Nesvadba.

What people are perhaps less conscious of is how we use a brand’s values as filters for technological choices. For example, LPQ is warm and welcoming by definition; the UX reflects the personality that’s so present in the stores. The site also intuitively knows which LPQ you are closest to, and pulls that up at launch, offering the same level of personalization and attention that exists in their physical environments.