Les Gourmets • 2023
An end-to-end brand and e-commerce system turning customer insight, culinary culture, and product complexity into one coherent experience.
Overview
Pour Les Gourmets came with a narrow brand identity brief, but the real challenge was broader: brand, catalogue, content, UX, and technical handoff needed to work as one coherent e-commerce system.
I reframed the project around an end-to-end approach, leading discovery workshops, customer-review analysis, brand strategy, visual identity, information architecture, UX, UI design, reusable templates, and implementation handoff.
The brand idea — Pour toutes vos aventures gastronomiques — turned the site from a product catalogue into a more generous cooking companion, designed to inspire culinary exploration, simplify product choice, and support ongoing content, campaigns, and social expression.
Role
Brand & Digital Design Director, Brand Strategy, UX/UI Direction, E-commerce Design Lead, Information Architecture
Disciplines
Brand Strategy, Brand Identity, Customer Insight, Verbal Identity, Visual Language, E-commerce UX, Information Architecture, UI Design, Design System, Iconography, Social Media Expression, Styleguide Development, Implementation Handoff
fig. The logo brings together utensils, a smile, and a simple container shape to express action, creation, collaboration, sincerity, and the joy of cooking.
Brand Concept
The brand platform was built around the idea that cooking is not only a transaction, but a complete experience: preparing, making, waiting, dressing, discovering, tasting, sharing, and learning.
fig. The colour system was designed for digital use and built around a non-gendered palette flexible enough to support heterogeneous products, seasons, campaigns, distributed brands, and different audiences.
E-Commerce & Digital Brand
The e-commerce structure balanced product discovery, brand storytelling, recipes, category navigation, conversion flows, account areas, and reusable campaign modules.
fig. Turning the Leading Idea into navigation: a visual category module that helps users transform a craving, idea, or seasonal impulse into a concrete cooking adventure.
“The design work consistently accounted for real development constraints and execution.”
Pierre Klein — Technical Lead & Associate
WHAT CHANGED
The project moved from a narrow identity brief to a full brand and e-commerce system. By connecting brand strategy, customer insight, information architecture, UI design, reusable templates, and technical handoff, the work turned Pour Les Gourmets into a more coherent digital experience — one able to guide product discovery, support editorial content, and give the team practical tools for ongoing activation.
5
Project layers covered
50+
Responsive screen system
100%
Brand-to-build continuity
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