Le Magasin de Dessert: A Sweet Taste of Heaven
Situation: Creating Brand Identity for Dessert-Only Restaurant
Le Magasin de Dessert is a dessert-only restaurant in Paris, France, that offers a variety of delicious and extravagant desserts for customers to enjoy. The mission of Le Magasin de Dessert is to provide customers a new conceptual way to enjoy dessert. The high-quality ingredients that are used ensure customers will appreciate the finer things in life.
The exceptional customer service and extravagant atmosphere in the Le Magasin restaurant allow customers to experience what their slogan says: “a sweet taste of heaven.” Le Magasin de Dessert is also referred to as LMD for customers who don’t want to say the entire name of the restaurant, providing a catchy phrase that builds brand recognition.
The Paris restaurant market is competitive, with numerous establishments competing for attention. Le Magasin de Dessert needed a brand identity that would communicate their unique positioning: dessert-only restaurant with vintage elegance from the 1950s and 1960s.
Task: Create Vintage Elegant Brand Identity
The challenge required:
- Vintage aesthetic: Logo design with vintage look reminding patrons of 1950s and 1960s
- Elegance: Elegant, attractive, and creative design
- Conceptual positioning: Brand that communicates new conceptual way to enjoy dessert
- Quality communication: Visual identity that communicates high-quality ingredients and exceptional service
Action: Strategic Brand Development
Brand Strategy: Vintage Elegance Meets Modern Appeal
The client was looking for an elegant logo design for their restaurant—a design that’s not only elegant but also attractive and creative. They also wanted to have a vintage look to the logo that would remind patrons of the good old days of delightful desserts and extravagant indulgence of all things sweet from the 1950s and 1960s.
Creating ornate and vintage-looking logo designs is quite challenging. Everything from the colors you choose to the fonts that fit the brand have to be picked with great care, ensuring that the overall look sits well with the brand spirit. Often, designers create vintage logos just for the sake of it, without following through to the rest of the branding, creating a disconnect between various elements of the brand.
Logo Design: Research-Driven Vintage Aesthetic
Understanding and reading about the vintage era is paramount to making sure that vintage elements are applied judiciously to the brand identity. Becoming aware of the design sensibilities of the bygone era and what kind of message it communicated to current markets is quite critical for a successful vintage design.
The Spellbrand team set to work researching the diners and dessert restaurants of the 1950s era to find the elements that could be incorporated into a modern design and still look vintage. We then drew up several logo design concepts with LMD as an elegant script with ornamental treatment and embellishments. The client picked the final design you see on this page, and with just a few tweaks, the final logo design was ready.
Complete Brand Identity System
The vintage aesthetic extends throughout the complete brand identity system, ensuring that every element—from the logo to the menu design to the restaurant atmosphere—creates a cohesive experience that transports customers back to the elegant dessert culture of the 1950s and 1960s.
Result: Brand Identity That Transports
The brand identity we created for Le Magasin de Dessert successfully captures the vintage elegance of 1950s dessert culture while remaining relevant to modern Parisian diners. The comprehensive brand transformation delivers:
Strategic Outcomes
- Vintage aesthetic: Logo design successfully captures vintage look of 1950s and 1960s
- Elegance: Elegant, attractive, and creative design achieved
- Conceptual positioning: Brand communicates new conceptual way to enjoy dessert
- Quality communication: Visual identity communicates high-quality ingredients and exceptional service
- Complete brand system: Elegant LMD script logo, ornamental embellishments, and complete brand identity system create unified experience
Implementation Success
Today, Le Magasin de Dessert uses this comprehensive brand identity to attract customers who want to experience “a sweet taste of heaven” through high-quality desserts served in an atmosphere that celebrates the indulgence and elegance of a bygone era. The elegant LMD script logo, combined with ornamental embellishments, creates a memorable brand that communicates the restaurant’s commitment to quality ingredients and exceptional service. The brand successfully captures the vintage elegance of 1950s dessert culture while remaining relevant to modern Parisian diners, transporting customers back to the elegant dessert culture of a bygone era.
