Michel’s Patisserie was a 30 year old brand that had reached maturity in its lifecycle and was in need of a brand re-fresh that not only made it more relevant again but provided expansion strategies to grow its customer base.


To take the brand from a tired coffee and cake shop, back to its French heritage to bring forward a modern day patisserie that would appeal to consumers and centre management teams.


A total brand evolution was introduced, including a new store design, brand identity and communications with a proposition centring around “Special and Spoil” injected with a French influence.


Two format stores were created (inline and kiosk) that would adapt to existing and new locations. The brand experience instore was lifted to create a warm, welcoming, modern and relaxing environment that also showcased the enhanced range of new on-trend products.


A larger store format was created that would allow the brand to introduce a Café model, complete with short order kitchen and a larger product menu that complimented the existing offering. As well as an enhanced online ordering website.


Commercially the brand saw the introduction of a new supply chain solution with the delivery of a national frozen bakery system.


The initial brand evolution was developed and delivered over a 4-month period, then refined and rolled out over the following 12-months. In addition, a 3-5 year strategy was established to ensure the ongoing support of the evolution and brand.