Café Rouge

Café Rouge has been bringing French dining to the UK for more than 30 years, with their classic interiors, signature shade of red and long-standing loyalists. The brand needed a full refresh to put themselves front-of-mind for high-street dining and drinking experiences. The new visual is rooted in the craft and care that guests can expect from Café Rouge, using collage and layering as a visual metaphor for everything collected.

Project completed at Keane.

Rather than trying to imitate a classic French bistro like other brands on the high street, the new Café Rouge is akin to being welcomed into the home of a friend who has recently travelled to France, fallen in love with it, and is excited to share their passion – a genuine and intimate experience.

The visual identity was inspired by collages and scrap-booking as a means for curating and sharing a love for French dining. The new colour palette nods to the history of the brand and the famous shade of red, but with the modern twist of pink and dark blue – inspired by the French flag whilst introducing a modern sophistication.

The handwritten copy on menu covers adds personality, warmth and a sense of friendly approachability, and acts as a nod to hand-written notes.

To build anticipation, we also developed a launch campaign for the new menu, which was effectively centred around a love letter to French dining. We invited guests to fall in love with the new menus, and the dishes within.

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