Cafe d’Avignon

Old World flavors for modern times.

This storefront venture is the retail side of New York’s Pain d’Avignon, a wholesale bakery that supplies Michelin-starred restaurants like The Plaza Hotel and the Four Seasons with artisanal bread and fine pastries. Inspired by nostalgia for the flavors of their childhood, the partners’ goal was to bring the simple pleasures of authentic European baking to American tables.

We helped them fulfill their dream of opening a cafe franchise by developing their strategy and brand platform and building a robust identity that could grow and evolve with them. To create the brand’s distinctive visual language, we collaborated with the immensely talented Jeffrey Fisher to bring the ethos of Cafe d’Avignon to life on everything from packaging to collateral and in-store graphics. With an offbeat charm, they celebrate the creativity and magic of transforming humble ingredients into culinary triumphs. The cafe now has three food-hall storefronts and a stand-alone shop in Midtown Manhattan, bringing five-star bread to our everyday lives.