An atmosphere of Provence in the renewed chain of French coffee-houses “Chansonnier”The “Chansonnier” chain of coffee-houses is one of the Conquest Company’s oldest brands. The chain of coffee-houses was opened more than ten years ago. During the process of a large-scale project to formulate the marketing strategy of all the restaurant concerns within the Conquest Company, a complete rebranding of the Chansonnier chain was also carried out.The image of Chansonnier as a French coffee house was formed at the very beginning of the brand creation stage, an idea that is reflected in the name. In the process of the rebranding the decision was taken to develop and strengthen this aspect of positioning, creating for the brand a visual system of identification corresponding with this area.The all-embracing visual image of the brand was implemented in the French Provincial style, with an abundance of floral patterns, natural materials and the fresh, bright, fragrant colours associated with sunny Provence. The French Provincial style was applied across all areas of the brand: from the menu with the addition of authentic French desserts to the uniforms of the staff. In addition, the interior of the coffee houses and summer verandah were designed very much in keeping with the virtues of the said style.
