Comme Chez Cléophé
Visual Identity + Website UX/UI
Behind “Comme chez Cléophé”, there is a graduate pastry chef passionate about photography.
Specializing in food photography for restaurants, she has the ability to creatively adapt to provide quality images of teams, location, decoration and events, whether in the kitchen or during the service. Her sensitivity to beautiful things and listening to the customer allow her to bring to life authentic images that tell the story and the values of the brand with emotion.
Moreover, she makes her technical knowledge in the kitchen available for the creation of personalized recipes in the image of the brand, in order to engage their customers in their world through a multisensory experience.
THE SCOPE OF THE PROJECT
The project consisted mainly in designing the visual identity of the brand. But prior to that, we worked together to define the foundations of brand identity, such as the brand value and personality.
Define a solid foundation for brand identity.
Design a visual identity that:
increases brand awareness;
correctly convey the values and mission of the brand;
makes the brand look more professional.
PHASE 01. Brand Consultation
Throughout a series of workshops, we examined the competitors and determined the audience. We also defined :
Help the customer to put himself forward, and show its value. Assist him to express himself through pictures to engage the people he seeks, and help him to tell his story.
The mind map
With the mind map, I was able to define the concepts and ideas who best represented the “Comme Chez Cléophé” brand.
Some retained concepts were :
Telling a story
Opening studio doors
See the beauty in things
Creativity without limits
The mood board
We built up a mood board to better visualize how the visual identity would “feel”.
The result can be resumed with the theme :
PHASE 02. Logo Concept
With a well-defined foundation, it was now the time to sketch and design the future logo for Comme Chez Cléophe. But first, we determined the message the logo would convey:
“I open the doors of my studio to help you see the beauty that surrounds you”
After I further researched on the industry, competition and target audience; I come up with multiple logo sketches to finally select the one who was best suited.
BEHIND THE LOGO
THE POPPY FLOWER
This ephemeral flower that blooms in the fields and roadside adds beauty to otherwise monotonous places.
Delicate, but tough, the poppy flower symbolizes memory and daydreaming.
In an open position to invite people to discover the beauty of little things (the poppy flower), and inspire confidence.
The colour that protrudes illustrates limitless creativity. Red, like the colour of the passion that fuels it.
THE DOOR KNOB
C for Cléophé but also to integrate the copyright © symbol without compromising the style of the logo.
THE CONTINUOUS LINE
To represent adaptability and flexibility, while maintaining a sense of integrity.
A responsive logo that will adapt to any scale and support.
Cléophé is a unique name, with this logo we underline its originality by putting it forward through the principle of hierarchy.
Designed once again in a continuous line, the signature is based on the “Sacramento” font with slight modifications.
PHASE 03. Visual identity
Because a brand is more than just a pretty logo, we expanded the brand identity with additional elements, such as:
THE COLOUR PALETTE
Taking inspiration from Cléophé's photography style, this selection of brand colours is designed to grab attention, when need, with the bright poppy red as the main colour of the brand.
Each colour has been carefully selected to pair nicely with each other*, so to increase brand awareness and add a touch of professionalism, without affecting the creative side of the business.
But also to be delicate, with some pastel tones and neutral colours, in order to be flexible to the different needs of the brand.
* Except for one pair of colours. More details and instructions have been given in the style guide.
This selection of typographies falls in well with the French tearoom style and carries a sense of creativity and dedication.
It conveys integrity and professionalism, so that the brand can be recognized even with a simple document.
Josefin Slab ExtraLight
Josefin Sans Regular
Even if Cléophé's photos speak for themselves in social media, the brand needed a consistent look across the different platforms with harmonized banners.
I designed a few templates for LinkedIn posts and Instagram Stories, where Cléophé wanted to express something other than her shoots
BUSINESS CARD and other deliverables
In Cléophé field, a business card is a quick preview of her brand. Hence, the importance to make stand out and coherent with the rest of the visual identity.
Moreover, I designed additional graphic elements that she can use in any future composition and design. Such as :
shapes and lines for decoration;
custom-made social icons.
PHASE 04. Brand Guidelines
With all the designed material, it is important to maintain order and to make sure Cléophé feels comfortable applying it. This phase is where I export, structure and hand over all the deliverables, including the brand guidelines (aka style guide).
To maintain a consistent and recognizable visual identity throughout “Comme Chez Cléophé”'s brand, I have drafted a complete brand guideline to refer to for brand experiences, marketing & advertising.
This guide can grow over time with the brand.
ADDITIONAL PHASE. Website UX/UI
Cléophé has a running blog with daily traffic. With the launch of her photography career, she needed a place to show off her talent and creation without compromising on user experience and user interface.
The pain point
People visiting the website would either be searching for pastry recipes or looking for photography service. Since her website was not designed for this double purpose, the risk was to confuse the visitors and loose leads and traffic.
Moreover, the website style was not in accordance to her new visual identity and need a good refresh.
Rethink the structure to clearly separate the blog-side to the portfolio-side of the website (wire-framing).
Design each side of the website to optimize the navigation of the visitor, according to their end purpose, by making it more user-friendly (user experience).
Apply the new visual identity and make both side of the website coherent to the brand image.
Here what Cléophé had to say about the project :
Throughout the project, I was able to see Andrea's professionalism and skills in graphic design and visual identity creation.
From the start, I was able to trust Andrea because he was able to capture and understand my company's values, its goals and my vision. He knew how to capture words, expressions, sensitivity, he knew how to read between the lines to provide personalized service, and beyond my expectations. In addition, he is a good listener and does not hesitate to adapt if necessary, which is a real asset.
Andrea masters his subject perfectly, he is able to give relevant and personalized opinions and advice. I am completely satisfied with the results and have no doubts that it will help my business to take it further.