Case

A Nordic bakery with a French twist

Gateau is a French-inspired artisan bakery founded in Stockholm in 1937, offering premium-quality bread, cakes and pastries. Gateau’s signature products combine celebrated French baking traditions with Nordic palates and modern food trends. There are Gateau artisan bakeries in Stockholm, Malmö and Helsinki, and Gateau stores across Sweden and Finland.

We helped Gateau renew its brand and identity, including visual assets, communication, packaging and stores. Gateau is now moodier, more approachable and more authentic. The French baking tradition – especially its unique taste and regional character – is at the heart of the updated brand.

 

 

Client

Gateau

Scope

  1. Research & analysis
  2. Brand communication
  3. Brand & product DNA
  4. Brand concept & platform
  5. Concept design
  6. Identity design
  7. Graphic design
  8. Package design
  9. Retail design
  10. 3D visualisation
  11. Virtual prototype
  12. Manufacturing support
  13. Art direction
  14. Verbal identity
  15. Illustration
  16. Copywriting
  17. Brand & design guidelines

Food photography

Laura Riihelä

Bon-vivant!

A touch of joy! We introduced the brand casual way of mixing languages to celebrate both the French origin and locality. Boulangerie artisanale. Pâtisserie gourmande. Café bon-vivant!

Gateau Artisanale

Gateau sans serif font family is a new adaptation of the modernist-era sans serif typeface, with softened details in the inner curves. It supports the iconic Gateau symbol and has a finesse suitable for Gateau's savoir-faire. Both fonts are custom drawn for Gateau by Helsinki Type studio under our strict supervision.

Gateau Artisanale is inspired by classic French-style serif fonts like Garamond and Caslon. The softened feel adds a personal touch to an otherwise familiar typeface style. Perhaps even a delicious touch, as it evokes the mood of baking bread.

This was an evolutionary project. Beginning with a good recipe and using it to create completely new flavours.”
Aleksi Kuokka, Designer

Crafted by hand

Hand-drawn illustrations add an emotional layer to storytelling. The illustrations communicate the brand heritage and Gateau's connection with the prestigious Poilâne bakery in Paris. Flowers inside the store are replaced by rich floral elements. The style is a simple brush outline, vivid and full of nuances.

Are you interested?

Aleksi Kuokka

Head of Brand & Spaces, Partner

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