Context
How do you turn an everyday favourite into a distinctive gastronomic experience?
Still in pre-launch, Maison Crocante needed to turn a concept inspired by Franco-Belgian tradition into a recognisable brand before the restaurant opened. Atelier LB developed the positioning, visual identity and brand guideline, as well as a landing page to present the concept and create the first points of contact with future customers.
Positioning and brand building
The first challenge was to distinguish Maison Crocante from conventional fast-food offers. The strategy drew on the European gastronomic experience, product quality and a more refined approach while remaining accessible to Brazilian audiences. Building on this positioning, Atelier LB developed and explored different visual identity routes, including logo concepts, typography, colour palettes and graphic language. The chosen direction combines deep navy, gold and classical visual references to establish a premium identity, away from the usual visual codes of fast food. The outcome was a logo and a brand identity documented in a brand guideline, creating a foundation for future applications.
02Creative direction and AI-powered visual production
A food brand needs to build desire for its product even before the first tasting. To create that visual universe, Atelier LB developed an art direction inspired by premium food photography. All images were produced with ChatGPT, based on creative briefs comparable to those for a professional food photographer: lighting, framing, food texture, composition, atmosphere and product appeal. The process involved exploring and refining different visual directions while maintaining consistency with the brand identity and positioning. AI was used to produce the images, while their conception, art direction and selection remained under Atelier LB's responsibility. This approach created a coherent visual world for a brand still in pre-launch, without relying on a traditional photoshoot.
03A landing page to start building the market
Maison Crocante has not yet opened, but its communication has already begun. Atelier LB developed a pre-launch landing page to introduce the concept, communicate what makes the product distinctive and establish early connections with prospective customers. The strategy serves three complementary objectives: build brand awareness, capture interest and contact details, and prepare an ambassador programme through initial tasting events. The website brings together brand positioning, visual identity and content in a coherent digital experience, with SEO fundamentals to support discovery through search engines. Rather than simply announcing an opening, the landing page begins building a relationship with the audience before commercial operations start.
04An identity designed for every touchpoint
Brand development extended beyond the digital environment. Atelier LB also created identity applications for packaging and social media content to maintain a consistent visual language across touchpoints. These assets form part of the launch preparation and the future restaurant experience; they are not presented as proof that physical packaging has been produced or that the restaurant has opened. The collaboration continues as Maison Crocante evolves, connecting branding and marketing decisions with the business's priorities.
