Since May 2019, La Maison Berlin has been enriching Kreuzberg with baguettes and pâtisserie made according to original French recipes. As a neighborhood café, the boulangerie-pâtisserie artisinale has quickly become an institution on Paul-Lincke-Ufer and has managed to build up a loyal clientele with its product quality and atmosphere. In order to meet the continuous growth in demand, the Labo de La Maison bakery was relocated in 2023. Right next to the new, modern bakery on Urbanstraße, the Boutique de La Maison opened in October, a second location next to the existing café where the freshly prepared baked goods are presented and sold. This restructuring of La Maison required a new concept for the umbrella brand.
In close collaboration with La Maison, we developed a new identity and an individual design concept that integrates established values such as the French roots and the unmistakable craftsmanship. The result is a holistic communication strategy based on a well thought-out corporate identity. With the careful redesign of the logo, we unite the appearances of the established café on Paul-Linke-Ufer, the new boutique in Urbanstraße and the adjacent bakery.
Olivia Wood and Alexander Rütten's "Relais", which is wider than the previous word mark, allows the logo to be used more flexibly in different applications without losing its previous characteristics and visual strength. The font continues to belong to the family of classical Antiqua, also known as Didone, which was primarily coined in France and became known worldwide. By emphasizing the vertical lines and the high contrast of the stroke weights, it is perceived as strong, calm and elegant.
Boutique de La Maison focuses on the presentation and sale of high-quality products from the adjacent bakery Labo de La Maison. For them, we expanded the wordmark "La Maison" with an adapted version of the organic, illustrative PicNic by Mariel Nils. Her distinctive, playful visuals remind us personally a little of dough. In terms of the contemporary, minimalist architecture of the store, the quirky, handcrafted character of the boutique lettering provides a charming contrast.
Since 2019, La Maison has been an institution when it comes to modern, French baked goods. This is demonstrated by numerous collaborations with brands such as Highsnobiety and the steadily growing fan base of the French pâtisserie. La Maison now also supplies restaurants and other cafés in Berlin with its handmade products. Labo de La Maison is the name of the dedicated in-house bakery where all baked goods for the café and boutique as well as for B2B customers are made by hand.
We have developed two versions of metal holders especially for product labeling, which we produce locally in Berlin in small quantities. We designed a curved metal holder for the wall shelves in the new store, where the bread and baguettes are displayed. It sits precisely on the edge of the shelf and enables magnetized product labels to be attached and replaced quickly. The holder is designed so that signs are presented at the ideal viewing angle to customers. For signage inside the display cases, we have developed a V-shaped version of the metal holder, which also holds magnetized product signs.