Two blue boxes with geometric patterns and a white label, placed on a textured surface with a zigzag design.

PARIS BAGUETTE

Visual Identity

Typography

Logo

Packaging

A cross-platform visual language, typeface, and identity designed for global expansion.

Paris Baguette, South Korean conglomerate SPC’s biggest FMCG franchise brand, had reached maturity in its home market and was rapidly expanding internationally. To support this new phase, we developed a refreshed brand identity, and creatively directed the new cross-platform visual language, including packaging design and retail environments.

Paris Baguette, South Korean conglomerate SPC’s biggest FMCG franchise brand, had reached maturity in its home market and was rapidly expanding internationally. To support this new phase, we developed a refreshed brand identity, and creatively directed the new cross-platform visual language, including packaging design and retail environments.

Text on a blue background: "PB Café Made Paris Baguette Paris."
Text on a blue background: "PB Café Made Paris Baguette Paris."
Text on a blue background: "PB Café Made Paris Baguette Paris."
Text on a blue background: "PB Café Made Paris Baguette Paris."
A flat lay of fresh ingredients including fruits, herbs, and spices, with the text "Fresh Ingredients Everyday."
A flat lay of fresh ingredients including fruits, herbs, and spices, with the text "Fresh Ingredients Everyday."
A flat lay of fresh ingredients including fruits, herbs, and spices, with the text "Fresh Ingredients Everyday."
A flat lay of fresh ingredients including fruits, herbs, and spices, with the text "Fresh Ingredients Everyday."
Front view of a Paris Baguette bakery, featuring a blue sign with its name and a glass display of pastries.
Front view of a Paris Baguette bakery, featuring a blue sign with its name and a glass display of pastries.
Front view of a Paris Baguette bakery, featuring a blue sign with its name and a glass display of pastries.
Front view of a Paris Baguette bakery, featuring a blue sign with its name and a glass display of pastries.

At the heart of the visual identity is PB Signature: a clean, modern European-style custom typeface. Its character acknowledges typographic influences from 20th Century French type design and custom lettering, and comes in three styles — Text, Display and Display Inline — to provide a varied palette for the design system.

Text design showing "PARIS B" in bold white letters on a blue background, with a modern style.
Text design showing "PARIS B" in bold white letters on a blue background, with a modern style.
Text design showing "PARIS B" in bold white letters on a blue background, with a modern style.
Text design showing "PARIS B" in bold white letters on a blue background, with a modern style.

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