March 24, 2014

Landor’s branding solution for French pâtisserie, La Folie

La Folie, a French luxury pâtisserie recently launched its first store in Kala Ghoda, Mumbai. Landor Associates provided an end-to-end branding solution for the pâtisserie. La Folie is co-owned by Sanjana Patel, also the head chef and Parthesh Patel, business development partner. The scope of work covered brand positioning and story, identity design, look and feel, art direction for photography, packaging design, website design, advertisement design and brand guidelines.

Lulu Raghavan, managing director at Landor Associates said, “With a focus on ‘desirable indulgence’, our work for La Folie is much more than just the logo –  it encompasses the entire experience of the brand across all consumer touch points.”


Sanjana Patel worked closely with Landor and acknowledged that the firm’s biggest contribution came in the form of helping them stay true to the essence of the brand and not waiver from the brand architecture. This was done by answering questionnaires which included questions which would encourage answering questions about the brand like stating core values and mission statements etc.

When asked about some of the biggest challenges faced, Ektaa Aggarwal, creative director at Landor Associates, India stated,”The primary hurdle was expressing what they really stood for. La Folie came to us with the idea of creating a unique patisserie, but we had to define what set them apart from the rest. Establishing a balance between developing an edgy,chic, colorful brand and one that appealed to  the Indian consumer’s  mindset.” Other challenges include developing a suitable packaging system, scheduling and logistics.

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