La Reine Doree is a 40-year old pastry. The brand looked vintage and the competition in the market was fierce. The new design modernized the royal look. Building on the sketchy style of the brand mark, the graphical elements had to look the same. The re-branding shaped the interior design for the store, packaging, product photography, even the desserts styling and toppings changed to suit the new look.
The photoshoot art direction was chosen to show off the simple yet rich deserts.
