Julien Plumart
Julien Plumart is an award-winning French master pâtissier and, more recently, a Great British Bake-off: The Professionals 2021 finalist.
Julien’s patisserie and café in Brighton has been selling high-quality macarons, pastries, cakes, tarts, chocolates, sandwiches and traditional French confectionery for over 12 years, and is much-loved by locals and tourists alike.
Julien approached Good Noise to update his brand identity to better reflect the premium nature of his product. Our remit included all the environmental graphics within the store,
a range of printed stationery and packaging.
The cafe had just launched a delivery service, and it was essential that the packaging of the delivery boxes reflected the high-quality dine-in experience of the cafe.
We started by reviewing the brand’s core assets: logo, typography and colours. We also carried out an audit on the existing branded items to determine what needed to be updated, and to identify where we might find opportunities to create new experiences amongst the customer touch points.
For the design, our main objective was to maintain a consistent application throughout and clean up the overall appearance. We worked closely with the interior designer to develop the brand’s core colour palette to suit the brand’s premium brand position.
The logo itself is Julien’s own handwritten signature, which was digitally redrawn to appear cleaner and more natural. We opted for a cleaner typeface for other written communication to replace the flamboyant, cursive typefaces that had been used in the past.
The packaging for Julien’s products had to be robust and refined to protect and present the beautiful cakes in the best way.
We visualised the finishing touches, including the foil block logo and ribbon and menu inserts. We also provided the technical artwork direction and managed production with the suppliers. We were very happy with the end result, which met the design objective and did justice to a beautiful hand-crafted product.
Along our journey, Julien and head pastry chef Elise Gerard were chosen to compete in Channel 4’s Great British Bake Off: The Professionals - in which he ended up a finalist! We assisted Julien by providing some graphic-themed ‘props' for his creations that featured in the show.
Services Included:
Brand Identity, Logo Design, Signage, Environmental Graphics, Point of Sale, Uniform, Print, Menu, Packaging, Brand Application,
Brand Guidelines
Photography by Xavi Buendiai and Jamie Carling