Key information
Founded in 1957
723 employees
450 chefs, including 6 MOF
11 stores in France
Present in Germany, the Middle East, China, Japan
Lenôtre
It’s a party!
Founded in 1957 by Gaston Lenôtre, Maison Lenôtre is a Parisian institution and a pioneer of French excellence. Through its boutiques in France and abroad, its catering service, its School of Culinary Arts and its three-star restaurant at the Pré Catelan, it perpetuates an exceptional know-how. True to its family spirit, it is reinventing its heritage by collaborating with Saguez & Partners to appeal to a young, urban clientele with a more accessible and spontaneous catering offer.
Awakening an exceptional brand
The great French houses such as Lenôtre, Gallimard, Fragonard, Hermès and Mariage Frères make France shine internationally. However, the Lenôtre brand, with its purple and gold colors, has grown a bit “old-fashioned”. We had a mission: to revitalize this exceptional brand through a global design project, including brand strategy, visual identity, and the interior architecture of one of the boutiques, located at 10 rue Saint-Antoine, Paris.
The Gaston Lenôtre legacy
If French gastronomy today shines around the world, it’s thanks to the name of a young apprentice pastry chef, Gaston Lenôtre. Born in 1920 in Normandy, the son of chefs, his parents instilled in him an early taste for good products. A visionary, he gave birth to a new, light and inventive patisserie. Passionate, generous, smiling... the pastry chef-turned-caterer-restaurateur titillates the taste buds of everyone in Paris and establishes himself as the chef of the finest parties.
Brand design
Dancing body, sparkling spirit. Dancing letters have been the brand’s identity since 1957. The typography has been reworked to two different heights for improved legibility. Lenôtre has adopted a palette of soft, timeless colors: the black of the letters stands out against a white background, symbolizing lightness and freedom. Golden yellow evokes French excellence, the gold of Paris, and a sense of celebration. A solar macaron highlights the typography, celebrating France’s rich culinary heritage on the international stage. Finally, a wheat grain pattern refers to French gastronomy’s raw material. Treated with a subtle play of off-white on white or embossed.
Lenôtre was a sleeping beauty. This new concept reveals and promotes the Group’s expertise.
Creating a closer relationship in shop
An elegant and functional interior design. The boutique invites visitors to enjoy a warm, relaxed experience. Lenôtre’s expertise shows through in a new atmosphere, designed to satisfy all tastes at any time of day, and not just for one day of the year.
At the entrance, a central table over 6 meters long, inspired by the famous Lenôtre banquets, stands proudly. It displays the house’s emblematic products, free from cumbersome display cases. The open kitchen showcases skilled craftsmanship, creating a warm bond with the chefs. Guests can thus take their time, sample the delights, and chat with the professionals in the kitchen.
The 80 m² boutique embodies the codes of Parisian elegance, with “grain of wheat” effect ceiling moldings, a porcelain stoneware mosaic floor in four shades (off-white, greige, warm brown, golden yellow), and solid oak furniture, reminiscent of Haussmann flats. Behind the word “home” lie the values, the family and the history of Lenôtre, perpetuated through this boutique experience.
