LE PAIN QUOTIDIEN brand standards update MARKETING PRESENTATION
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TABLE
OF CONTENT INTRODUCTION
4-5
BRAND DNA
6-9
BRAND HISTORY
10 - 11
BRAND KEY
12 - 17
LOGO
18 - 22
TYPOGRAPHY
23 - 25
COLOUR
26 - 27
IN STORE DESIGN
28 - 29
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Introduction I
A MESSAGE FROM OUR CMO The last time we published the official Le Pain Quotidien brand guideline was 2015. Since then a lot of things have changed within the company and in the daily lives of our guests. Our current brand guidelines are no longer fit for purpose. The use of our bulky square logo, to name one example, is cumbersome at best in most contexts and rather difficult to understand. The current brand book allows the usage of up to 12 different font types and our color schemes have changed so many times that now up to 20 different colors are “allowed”. The color of the walls of our restaurants ranges from different whites to yellow, green and even shades of red and pink... An update is well overdue in order to prevent our beloved brand to go in so many different directions we and our guests do not recognize it anymore. In order to avoid discussions on flavor, taste and feelings and to bring an amount of objectivity to the process, we have started with defining who we are as a brand. Everyone in the company knows the four core values, but these values can we expressed and talked about in a variety of ways. In order to define our brand DNA, we complemented the 4 values the company is based on with the factual and brand personality characteristics we stand for. While this brand DNA is still to be translated into the smallest details of in store decorations, tableware and uniforms, we already wanted to share the revised logo, font and color schemes as well the first version of our revised in store design guide… We aim to finalize this process early Q2 2021 and have revised packaging printed by Q3 2021. Stay tuned for more information… Meanwhile, do not hesitate to contact Martin and the marketing team for more details. Joost Vastenavondt
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I  Brand DNA
BRAND DNA
FA C T S
BELGIAN ORIGIN
A L L D AY BAKERY
TA B L E COMMUNALE
N AT U R A L
VA L U E S
QUALIT Y
SIMPLICITY
CONVIVIALIT Y
AUTHENTICIT Y
PERSONALITY
ARTISAN
THOUGHTFUL
WELCOMING
HONEST
B R A N D FA C T S Belgian Origin Our story started in Belgium, more than thirty years ago, with a traditional Belgian bakery concept at the heart of Brussels. We have always stayed true to our roots by offering typical Belgian inspired dishes - and we will do so in the years to come. However, we mainly choose local sourcing, in line with our spirit of sustainability All day Bakery As our name suggests, we do not aspire to be anything else than a bakery - but not just any bakery. You are welcome to enjoy our typical tartines, made with 100% organic sourdough yeast, and other signature dishes at various moments of the day. We aim to accomodate you in the most optimal way, with opening hours that are in sync with every bakery's location. Table Communale Ceci n'est pas une table. That's right: this isn't just any table. Our Table Communale is a crossroad for people - friends, family and even strangers - to enjoy shared moments. Moreover, it is also a valued symbol of our community, which includes hosts, guests and partners: all those who cherish Le Pain Quotidien and everything in stands for.
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Brand DNA  I
Natural Combining simplicity with pureness, we prepare our meals with natural ingredients. We respect the shortest route from farm to fork, making sure that everything on our menu is of the highest quality. Moreover, you'll enjoy you stay at Le Pain Quotidien in an environment that is as natural and pure as our food and drinks.
B R A N D VA L U E S Quality Because we care about our guests, we care about the food and drinks we serve. They should always be of the highest quality, just as our service and our atmosphere. We also choose our hosts and partners based on their ability to contribute to our quality. Simplicity Convinced that less is more, we keep everything simple - from the amount of ingredients we use to the number of products on our menu and our interior choices. By omitting everything that is superfluous, we can stay true to our identity. Our simplicity is our strength. Conviviality We care about people. We treat them with kindness and generosity. We want to bring them together to share experiences and form one community. You'll always enjoy a warm feeling at Le Pain Quotidien, your home away from home. We want our guests to enjoy each other's company. We want our hosts to be motivated by a sense of belonging. And we want our partners to feel as thrilled and involved as we do. Authenticity We care about our bakery heritage - and passing it on to our guests. That's why we offer them a genuine experience, with real food and sincere service in a warm and characterful interior created with authentic materials. As we have been doing this for more than 30 years now, we have earned plenty of credibility.
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I  Brand DNA
BRAND PERSONALITY
Artisan At Le Pain Quotidien, we strive for the most perfect and tasty balance between timeless elegance and contemporary influences. We cherish the art of baking and we'll gladly inspire you with our vast knowledge about various kinds of food and their origins. In spite of our rich heritage, history and knowhow, we always uphold a no-nonsense attitude. Thoughtful We remain a trustworthy bakery that offers a thoughtful, positive experience and stays relevant throughout time. From the start, we weren't only in it for business, but also because we care about the world and the people around us. That's why we build long-term relationships with everyone in our community, whilst enabling and creating meaningful connections between people. Welcoming Wherever you go, you can always rely on us as a good neighbour who welcomes you wholeheartedly and treats you with friendliness and generosity. Optimistic by nature, we have got what it takes to make your day. We offer you a breather amidst the urban hustle and bustle. You'll find yourself in a calm oasis where you can enjoy a moment outside of time, before plunging into city life again. Honest We are true and honest about everything we do. We don't fake anything. We are transparent about the origins of our food, gladly informing you about every ingredient. By the same token, we don't use any artificial or fake materials in our interior. Through it all, we stay humble and let our natural and tasty products do the talking, so that you can enjoy it all and feel good.
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Brand DNA  I
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I Brand History
BRAND HISTORY
The story behind Le Pain Quotidien and Alain Coumont’s passion for food began long before Alain’s first bakery. As a child in Belgium, he spent countless hours perched on a chair, watching his aunt make bread. As a young chef in Brussels, Alain searched for bread that lived up to his childhood ideal. Coming up empty-handed was perhaps the most fortunate stroke, for Alain realized that the only way to satisfy his yearning for the rustic bread of his youth was to recreate it from memory. Passionate about quality, he decided to return to his roots and open a bakery where he could knead flour, salt and water into the rustic loaves of his childhood. The first Le Pain Quotidien opened on Rue Antoine Dansaert in Brussels, in those days an avant-garde quarter of Belgian fashion. At a local flea market, he found a long table where his guests could sit to eat together; it became Le Pain Quotidien’s first communal table.
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Brand History  I
BRAND ICONS BREAD Flour, salt, water and time Our bakers blend organic stone-ground flour, sea salt and water with a wild yeast levain starter to create our signature whole wheat sourdough bread. The dough is then kneaded patiently by hand, and baked in our stone-lined hearths. These are the artisanal loaves of our past, baked according to tradition. TARTINE One slice of bread, countless variations ... Our handmade bread serves as the canvas for seasonal ingredients that are organic and local as often as possible. They come together to become tartines, the Belgian take on the sandwich. COMMUNAL TABLE Join us at the table At Le Pain Quotidien, we believe that community is what nurtures, inspires and feeds the soul. Our first communal table on Rue Dansaert in Brussels was built from wood salvaged from the floors of retired Belgian trains. Those simple planks became a tradition. Today, this same rough, reclaimed wood continues to bring a rustic comfort to our restaurants.
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I  Brand Key
BRAND KEY
Values / Personality (DNA) Reasons to believe Discriminator Benefits (rational) Benefits (emotional) Essence
Shaping the Brand (internal)
Competitive environment Target Insight
Defining the playground (external)
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Brand Key  I
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I  Brand Key
INSIGHT = main elements about the target market and their needs, to which needs does Le Pain Quotidien gives an answer Mature market Need for conscious quality food Need for healthy or wholesome food Search for a quick escape from the city hustle Need for value for money: good quality for a reasonable price
Less mature market Need for organic food (upcoming market) Need for healthy or wholesome food Need for a escape to foreign European experience Need for premium experience/offering at a higher price
TA R G E T G R O U P The heart of the community; locals, friends and family who want to gather, catch up and share moments together. At Le Pain Quotidien they find a welcoming environment with wholesome food options to enjoy in or out, in the restaurant or at home. Workers who want to grab a coffee and a bite to eat in the middle of a busy workday. Or those who prefer a tasty and natural alternative at lunchtime for a short stay. But aslo workers who need a quiet corner to think, work, or meet up with colleagues or clients. Tourist who are looking for a tasty moment in an inviting oasis amidst the hubbub. Travelers looking for signature Le Pain Quotidien taste and quality in a fast turnaround environment. We offer them simple, good food that hits the spot both functionally and nutritionally.
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Brand Key  I
VA L U E S & P E R S O N A L I T Y > B R A N D D N A
FA C T S
BELGIAN ORIGIN
A L L D AY BAKERY
TA B L E COMMUNALE
N AT U R A L
VA L U E S
QUALIT Y
SIMPLICITY
CONVIVIALIT Y
AUTHENTICIT Y
PERSONALITY
ARTISAN
THOUGHTFUL
WELCOMING
HONEST
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I  Brand Key
REASON TO BELIEVE = the reason to believe (RTB) is why your customer should beleive you. What makes you claims and promises credible and trustworthy ? We have a rich and unique bakery heritage which dates back to our start-up days, more than thirty years ago. Le Pain Quotidien is a pioneer in bringing you good daily bread, at the best shared around a table. Alain Coumont's vision and pioneering spirit give us credibility. We stay true to our artisanal heritage, inspired by Alain's focus on genuine farmer's food. We consciously invest in long-term relationships, showing loyalty to our clients and partners - who in return stay loyal to us.
D I S C R I M I N AT O R = most compelling and competitive statement the target consumer would make, that really differentiates the brand with the competitors Although we operate on a large scale today, we have succeeded in maintaining our authenticity and artisanship, as well as in staying true to our rich bakery heritage. And just like all those years ago, when it all started in a bakery in Brussels, we still offer natural and wholesome food. The Table Communale is Le Pain Quotidien's signature centrepiece. More than a mere wooden table, it's a symbol of our communal philosophy. It brings people together, enabling new conversations, inspiring encounters and valuable shared moments. An even with takeaway, we enable you to take a little piece of that feeling with you. Le Pain Quotidien offers you the perfect escape from the city hustle. Here you'll find yourself in an oasis of peace and tranquillity. You'll enjoy an invigorating moment inspired by countryside quietude. At Le Pain Quotidien, you can have a well-deserved breather and take some time for yourself. It's your time away from time. We, in turn, will make time to offer you the most genuine experience, as well as pure food and drinks, in a natural environment.
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Brand Key  I
BENEFITS = As a brand, you want to own the emotional space in the consumer's heart as much as you own the rational space in the consumer's mind. Rational Benefits I can eat wholesome and tasteful food. I can choose between at lot of different foods, the whole day long. I can sit comfortably, alone or with others. I'm always served in a friendly and open way. I know what to expect of the menu, the service and the whole atmosphere. Emotional Benefits I have a good and positive feeling (no guilt). I feel satisfied. I feel inspired and delighted. I feel at ease and welcome. I experience an innate interaction, i feel connected with other customers and the staff. I feel peace of mind because i kow that i can trust Le Pain Quotidien.
ESSENCE = The brand essence is the heart and soul of the brand as it guides all brand actions
Meaningfull... We care about our heritage, about people, about our planet. Passing on our bakery heritage. Natural, pure and tasty food. Offering a moment outside of time. ...Togetherness Enabling thoughtful interactions and new encounters Bringing people around the table. Building sustainable relationships with everyone in our community.
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I  Logo, fonts, colours
LOGO, FONTS, COLOURS INTRODUCTION These guidelines offer a complete overview of our visual identity system and its implementation. Correct representation of our identity is crucial to our success. A consistent brand identity helps to deliver our messages to all our stakeholders. It’s only when we all make sure to always implement these guidelines, that our brand will keep growing stronger.
THE LOGO Our brand and what it stands for is visually represented by a unique, powerful and distinctive logo. It is the main signature of our brand. Using it consistently will build brand awareness and recognition with all our audiences.
PRIMARY LOGO Our Primary logo is the key identifier of our brand. It is made up of two elements: the symbol and the word mark. Both elements are set in a fixed configuration, called the Primary logo lockup. This lockup can never be altered or changed. The primary logo lockup is a full colour logo. The logo has been present from the very beginning of the Le Pain Quotidien story and still reflects the brand DNA today. The logo represents a traditional, stone-lined bread baking hearth. In the foreground, a loaf of bread emerges from the oven.The flecks represent grains of wheat. It received a brief but impactful update in 2020 to mainly improve readability, and making it ready for all our markets for many years to come.
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Logo, fonts, colours  I
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I Logo, fonts, colours
PRIMARY LOGO COLOUR TWO-COLOUR LOGO The full-color version of the logotype should be the primary version used. The primary logo must be applied on a neutral background to maintain clarity, impact and freshness. Yellow/Black version: use on light backgrounds: white or ‘LPQ Dough’ Yellow/White version: use on black background Yellow/Black version
Yellow/White version
ONE-COLOUR LOGO A one-color version must be used when printing or design constraints prevent the use of a two-color version. For example when used on a photographic background. The One-color logo is available in white and black. Always choose the most contrasting option, according to the background. Black version
White version
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Logo, fonts, colours I
SECONDARY LOGO The Secondary logo is a complementary identifier for our brand, to be used in combination with, or as a substitute for our primary logo. It equally represents the personality and ambition of Le Pain Quotidien. The secondary logo is a available in two lockups:
1. LOCKUP WORDMARK + SYMBOL Must be used in environments, on- or offline, that lack space for the primary logo. Example: Website header Also used combined with primary logo in environments where the primary logo is not very visible, or has limited presence. Example: Storefronts without awning,…
2. SIMPLE WORDMARK Used in environments for extra visibility, where the primary logo is also clearly visible. Examples: storefronts (Awning, lettering facade, …)
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I Logo, fonts, colours
TA G L I N E Our tagline is ‘All Day Bakery’. It captures the essence of our brand and its promise. WHEN TO USE THE TAGLINE In brand communication where the need to express the promise and offering of our brand is needed to clarify or contextualize our offering. On all storefronts (awning, ...). See specific guidelines in chapter XXXX of this brand book. Exception: don’t use in French Market. HOW TO USE THE TAGLINE 1. In combination with the secondary logo Can be used with Wordmark only or Brandmark + wordmark When used with the secondary logo, the size and position of our tagline is always predetermined. The secondary logo and tagline always come together in the same way. They can only be positioned as indicated on this page. 2. Stand-alone in a layout Additionally, the tagline can be used without the secondary logo in brand communication. Always use the tagline as indicated on this page
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Logo, fonts, colours I
FONTS Le Pain Quotidien has a limited set of typefaces for all communication. These fonts have been selected to reflect the brand personality and are to be used as indicated to achieve this.
HEADLINES STYLE 1: HIGHLIGHTS Font: Quickbrush WHEN TO USE THIS FONT We use this type mainly for titles, menu categories and quotes. HOW TO USE THIS FONT Limit the use of this font to highlight words or small groups of words. The glyphset includes a large amount of ligatures and alternates. The designers can use theses at will.
Quickbrush
abcdefghijklmnopqrstuvwxyz A B C D E FG HIJ K L M N OP Q R S T UV WX Y Z
123 456789 &"'()!*$€%¨^?/.:;@#+-_
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I Logo, fonts, colours
BODY COPY & EVERGREEN ACCENTS Font: Brandon Grotesque This typeface has a large variants of weights ranging from thin to black. WHEN TO USE THIS FONT For body text we only use the lower case. All weights can be used whichever suits the design. We recommend using the light or regular font for longer texts. No tracking should be used. For titles and display purposes we put the text in capitals. All weights can be used whichever suits the design. We use a positive tracking to give the text more space. The amount of tracking depends on the given situation.
Brandon Grotesque
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKL MNOPQRSTUV WX Y Z 1 2 3 4 5 6 7 8 9 &" ' ( ) ! * $ € %¨ ^ ?/. : ; @ # + - _ Thin Thin Italic Light Light Italic Regular Regular Italic
Medium Medium Italic Bold Bold Italic Black Black Italic
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Logo, fonts, colours I
ACCENTS FONT FOR Q1 CAMPAIGN & BULK PACKAGING Font: The Foregen Rough One & Two This typeface has a stamped look. Each of the fonts has his own amount of roughness. WHEN TO USE THIS FONT We use this type for titles, menu categories, quotes and highlights. No tracking should be used.
the foregen rough
abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 78 9 &" ' ( ) ! * $ € %¨^ ?/. : ; @ # - _ The Foregen Rough One
The Foregen Rough Two
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I Logo, fonts, colours
COLOUR Colours help create a distinctive, memorable brand universe. To help structure our communication, we introduce a primary and a secondary colour palette. Make sure to use the appropriate colours to place the right accents in our communication.
PRIMARY COLOURS Our primary colours are LPQ yellow, black, white and LPQ Dough. Use of these colours guarantees top brand presence throughout all media. However, the primary colours are most effective when used sparingly: to capture the audience’s attention and deliver key messages. The primary colours are mainly found in the logo and base colours for all core brand communication. Storefronts, disposables, ... • Yellow • Black: logo colour + our main text color • White and Dough: our main background colours IN PRINT: When Possible use uncoated PMS on uncoated matrials. Only use coated materials when uncoated isn't possible. Yellow PANTONE:
Black Pantone:
116U (123C)
Black U (BLACK C)
CMYK
0 30 94 0
CMYK
20 20 20 100
RGB
253 196 0
RGB
0 0 0
HEX
#FDC400
HEX
#000
White
Dough
PANTONE: WHITE
PANTONE:
9224U 40% -60% UNDER REVIEW
CMYK
0000
CMYK
2480
RGB
255 255 255
RGB
251 245 238
HEX
#FFF
HEX
#FBF5EE
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Logo, fonts, colours I
SECONDARY COLOURS For all seasonal (campaign) communication a secondary colour palette is provided. This palette is dynamic and will change every year. Its main purpose is to add a vibrant seasonal accent to the main brand colours. It’s perfect to highlight items and add a seasonal touch to our brand communication. HOW TO USE THE SECONDARY COLOURS • • • •
Use seasonally only Use the right colour for the right season Use limited to a add accent (average presence of max 25%) The colours are chosen to work separately, they will not be used together.
NOTE: The secondary Colours for 2021 are still in development
Q1 CAMPAIGN COLOR
EXAMPLE PALET 2021 WORK IN PROGRESS
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I In store Design
IN STORE DESIGN
Next update Jan 15th
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