Leonie is a neo-bakery based in Paris, France. It offers your usual French delicacies with a twist. The founder of the bakery is a French man who lived in New York for several years. Former judoka turned baker, he was (and still is) the perfect client. Bold and full of good ideas, he wanted to bring a little bit of American coolness to the classic bakery items the French already love. You might say “if it ain’t broke, don’t fix it” but Leonie brings a new type of creativity and quality to the existing landscape of Parisian bakeries. Leaning on the French savoir-faire, top-quality ingredients, and a good attitude, Leonie is a true breath of fresh air.
The bakery opened its first location in the Quartier des Batignolles and, as I’m writing this, is preparing the opening of a second location at the Avenue de Trudaine. You can see the full visual identity I designed here. Below is the packaging range I designed later-on as Leonie Bakery started selling its own delicatessen products such as olive oil, honey, homemade granola, jams, and snacks.
Leonie’s founder wanted something simple that would let the product shine. We settled for very simple labels that would tie all the products together. All the labels are the same size and are printed on a textured paper. Best before dates are stamped directly on the label and the weight is written by hand. The overall feel is that of an old-school deli.
Project Scope
As a designer, it is sometimes hard to accurately demonstrate the entire scope of the work I do. There’s the visual part but also a lot of behind-the-scenes. To try to be as precise as possible, I added a detailed breakdown of the work I have done on each project at the bottom of each page.
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I worked closely with the founder of the brand to conceptualize and design the visual identity system complete with all the print collateral assets (packaging, uniforms, displays, etc.)
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Photography and Art Direction: Awatif Bentahar