Objective: Confectionery in France (artisan desserts).
Problem: Shortfall in customer flow despite high product quality (premium raw materials, handcrafted). Marketing tools attract customers sporadically without establishing a habit of frequent visits.
1. Research Dataset
The brand was based on a conflict between the type of product and the type of environment:
- Product: Artisanal, requiring a high degree of trust in the origin of ingredients and craftsmanship.
- Environment: Minimalism with sterile textures (white gloss, steel).
The owner used the code of “Scandinavian Minimalism” (sterility, white surfaces, grotesque fonts), believing it conveyed modernity and cleanliness.
My analysis identified a critical mismatch of codes:
- Local context (Provence/French Riviera): In this geography, food is closely linked with the code of “Land and Tradition.” The sterile white interior was subconsciously perceived by the audience as a “laboratory” or “pharmacy.”
- Semiotic barrier: The artisanal product (Handmade) conflicted with the industrial, cold design. Buyers did not believe in its “naturalness” when surrounded by plastic and metal.
2. Project Work
Instead of altering the product, the environment was aligned to meet market expectations:
- Material range: Introduction of natural materials (wood, woven elements). This visually confirmed the “organic” composition of the desserts and created a sense of a “lively” place.
- Typography semantics: Replacement of the modern grotesque font with a classic serif font. This gave the brand a sense of continuity and historical heritage, which is crucial for the French audience.
- Process visualization: Including photographs of the production process (flour, the hands of the master, the workshop) at contact points. This legitimized the high cost of desserts by showing the real complexity of their creation.
3. Result
- Behavioral change: Guests stopped limiting themselves to “takeout” purchases and began staying at the venue, increasing sales of related products (coffee, drinks).
- Loyalty: The establishment gained the image of an “authentic expert place,” ensuring the formation of a customer base among local residents.
- Price barrier removal: The resistance to a high price disappeared, as the visual presentation now fully matched the product’s value.
