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Qu4tre-Qu4rts

Client: Qu4tre-Qu4rts
Year: 2026
Role: Freelance communication & marketing director · art direction · website · photo · video
Category: Art direction · communication
Location: Bordeaux, France

A Bordeaux house of bread and pastry, born in 2018 from the friendship of Valentin and Daniel: four shops, from the Place de la Victoire to Ambarès, best baguette of Gironde in 2021, third best chocolatine in 2026.

Since 2026, I have been their freelance communication and marketing director, with a small team: strategy, social media, website, photo and video shoots, launches. I also refined their visual identity, eight years after it was born, so that the whole house speaks with one clear voice, from the paper bags to Instagram.

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(01)

Strategy

Before the image, the strategy. The challenge for 2026: give a voice to the craft, so that the team's artisanal excellence becomes obvious to everyone in Bordeaux. I led their marketing and communication strategy, and we moved their communication from something endured (posting whatever there is, whenever possible) to something steered: a media brand that tells, shows and passes on.

01
Popular premium
Qu4tre-Qu4rts is no longer a small neighbourhood bakery but a band of craftspeople: uncompromising traditional standards, served simply, for every generation.
02
The brigade
Create a bond between customers and the team: people grow attached to faces, not to a logo.
03
The gesture
Show the craft, from kneading to baking, so that « 100 % homemade » can be seen.
04
The window
Make people hungry: vibrant, textured images in motion that spark desire.
05
The ecosystem
Root the house in the Bordeaux landscape: neighbouring craftspeople, partners, collaborations.
06
The expert good friend
A frank, warm, slightly mischievous voice that knows what it is talking about without ever looking down on anyone.

(02)

Reflection

01
Refining rather than reinventing
Eight years after it was born, the Qu4tre-Qu4rts identity had a real following in Bordeaux. Rather than starting over, I refined it: keep what customers recognise, remove what blurred it, and give each element a precise place.
02
The logo, as people know it
The elegant serif and its 4 standing in for an A stay intact. It simply gains a signature, « Artisan Boulanger », which names the trade plainly.
03
The 4/4 as an emblem
The name is a trap to spell; the two stacked 4s become the house's emblem. Set in a circle or a diamond, they sign boxes, labels and social media.
04
Four colours, used sparingly
Plenty of sky blue and cream, navy when contrast is needed, and coral red kept for the logo and the details: it counts all the more for being rare.
05
A stripe
Three lines, blue, red, blue: a detail running along the packaging like a ribbon, enough to recognise the house.
06
The drawn shop
The shopfront, drawn in line, tells of a neighbourhood bakery rooted in its city. It dresses the team T-shirts.
07
Showing the hands
In photos and videos, the product is always close and the gesture always visible: the dough, the knife, the hand holding an éclair. Artisan is not a word on the packaging, it is what you see.
08
A website like a fifth shop
The website extends the counter: the creations by family, the shops, the house, and two ways in to order, one for individuals, one for professionals.