french fancy
ladurée l
We both went on adventures to Paris recently and though we were familiar with LadurĂ©e’s amazing macaroons, which they invented, there’s nothing quite like experiencing them in their own territory.
The macaroons come in a range of madly tempting flavours and a rainbow of pretty colours. But what’s even more impressive is the LadurĂ©e brand – from its petite napkins (see left) to its keep-forever boxes and gift bags, it’s a triumph in creating a fantasy of ‘Frenchness’.
The whole treatment is just so feminine and pretty – the celadon green which is the brand’s core colour, the elegant font, the cherub icons… The world needs some French fancy – and we can’t look at this L without dreaming of chestnut macaroons.
Read the LadurĂ©e story for the full fantasy package and a lesson in building myths around a brand. Their website doesn’t do the brand justice, incidentally.
ladurée goodness