Art direction · Visual system · CampaignPrague, Czech Republic2026
01 / The brief
More than an opening announcement.
La Forme already has a recognisable identity. The opportunity was not to replace it, but to imagine a campaign system that could accompany a bakery from one Prague neighbourhood to another — and still feel familiar on an ordinary morning.
Communication goal
Connect the craft behind the pastry with a clear, local invitation to visit.
Who it is for
People who live, work or pass near a bakery and are choosing a small daily ritual.
What stays
The existing La Forme mark, its soft green character and a warm, approachable voice.
02 / The idea
Z rukou pekaře. Až k vám.
From the baker’s hands. To your day.
The line “Z rukou pekaře. Až k vám.” creates a bridge between making and enjoying. A curved form follows that journey: from folded dough to the route through the city, then across every campaign format.
03 / Art direction
A shape you can almost feel.
Hands, laminated layers, paper, morning light and Prague streets inform the visual language. The curves are not an extra logo: they are a flexible motif that frames photography, carries the address and repeats across physical touchpoints.
LA FORME / 03Fragments of a morningfold → curve → routepaper / warmth / movement01Hands & layers02The daily route03Paper & texture04Crust & air05A small ritual
03.1 / COLOR SYSTEM
Campaign palette
The sage is an approximate screen value sampled from the supplied logo image. The other shades are proposed campaign colors, not official brand tokens.
Sage#9DAF89 · brand reference
Deep olive#5A6B4C · dark backdrop
Warm cream#F5F1E6 · light base
Ink#263127 · primary text
Dough#D8C5A3 · material tone
Crust#B9632A · small accent
Color balance
Warm cream40%
Sage25%
Deep olive15%
Ink10%
Dough7%
Crust3%
Suggested proportions for campaign layouts, not a pixel count of every mockup. Let the pastry bring its own warmth through photography.
03.2 / TYPE SYSTEM
Typography
The existing logo is a distinct mark, not something to reset in a new font. The campaign pairs a soft editorial serif with a precise, quiet sans. Czech diacritics are checked in every format.
DISPLAY / FRAUNCES · REGULAR 400
Z rukou pekaře. Až k vám.
BODY / DM SANS · REGULAR 400
Každý den trochu blíž. Řemeslné pečivo, výběrová káva a chvíle, na kterou se těšíte. Najdete nás v Rytířské 1.
UTILITY / DM SANS · SEMIBOLD 600
RYTÍŘSKÁ 1 · PRAHA 1 / WE BAKE YOU HAPPY
04 / The campaign
One message. Many distances.
The master poster is designed to read from the pavement: a short line, an unmistakable image and a real address. The same hierarchy scales from a shelter panel to a phone screen.
A sage field holds the existing mark while nested olive arcs wrap around the box, bag, pastry sleeve and cup. The forms stay practical; the campaign language makes them feel like one family.
Packaging family / selected directionBox · bag · pastry sleeve · takeaway cup
01 / Sage field
A generous field gives the existing mark a quiet, consistent place on every format.
02 / Layered arcs
Nested curves echo laminated pastry. They can run beyond the edge without changing the package structure.
03 / Useful first
The box closes, the bag has handles, the pastry sleeve opens at one end, and the cup remains standard.
05.1 / Small touchpoints
Three little touchpoints.
The existing mark and the croissant silhouette each get their own round sticker. An oval seal carries a short encouraging line for a box or takeaway bag.
Logo / round sticker
Croissant / round sticker
Zasloužíš si pauzu.WE BAKE YOU HAPPY
A moment for you / oval seal
05.2 / In-store communication
A menu made to be read.
A sage cover and a small pastry illustration link the menu to the existing mark and packaging. Inside, categories, names and prices stay quick to scan at the counter.
CAFÉ & BAKERY PRAHA
Menu
Z rukou pekaře. Až k vám.
01 PEČIVO / PASTRY
Máslový croissant75 Kč
Mandlový croissant110 Kč
Malinový danish110 Kč
Pain au chocolat100 Kč
02 KÁVA / COFFEE
Espresso80 Kč
Cappuccino100 Kč
Flat White115 Kč
Latte115 Kč
03 ČAJ & MATCHA
Matcha latte125 Kč
LA FORME · WE BAKE YOU HAPPY
06 / What the system proves
Recognisable without being repetitive.
One visual idea can move between campaign and packaging while leaving room for each location’s real address and context. For a live launch, the next step would be to validate copy and production files with the bakery, then measure route taps and visits.
We bake you happy
